Soft Data – Hard Data: The Painful Art of Fence‐Sitting
Daniel Seymour
(Assistant to the President and Associate Professor of Marketing at the University of Rhode Island)
212
Abstract
Considers the dichotomy of soft data/hard data that exists in traditional market research. Argues that by developing a long‐run orientation and a pluralistic approach to research designs, soft data and hard data can be combined in complementary ways, and cites a recent case example. Concludes that in the light of the increasingly rapid changes in customer lifestyles markets, and competition, a unidimensional research approach can only be detrimental.
Keywords
Citation
Seymour, D. (1989), "Soft Data – Hard Data: The Painful Art of Fence‐Sitting", Journal of Consumer Marketing, Vol. 6 No. 2, pp. 25-32. https://doi.org/10.1108/EUM0000000002544
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited