In-Depth Essays
As well as interesting stories from the Archive that help shine new light on our lives today, the Archive is a treasure-trove of material for the researcher seeking more detailed insights. The following in-depth essays and extracts from the AMSR range of publications demonstrate this and we hope will inspire users to delve deeper!
In-Depth Essays:
Surveying public opinion in Britain
towards immigration in the 1960s
Ben Clements
Whoever controls the media
controls the mind
Sheila Byfield
30 insights from 30 years
in qualitative research
Lucy Banister, The Nursery
Surveying public opinion in Britain
on defence spending
Ben Clements
The Great Inflation: government policy in
the 1970s and the impact on women
Phyllis Macfarlane
Surveying Britain’s relations
with the EU and the USA
Ben Clements
Do the media reflect society or create it? The impact
of change on public behaviour and opinion
Sheila Byfield
Surveying public opinion towards
Britain’s nuclear weapons
Ben Clements
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Selected AMSR book chapters:
Qualitative Research, by Phyllis Vangelder and Judith Wardle (from 'Developments in Market Research')
This article traces the development of qualitative research as a legitimate discipline in the UK, from the original suspicion and controversy in the 1970s to the current roles of quantitative and qualitative research as complementary components in understanding consumer behaviour and attitudes.
The conceptual framework of psychology, particularly Freudian psychology, was used by qualitative researchers in the ’50s and ‘60s. Over the years other schools and theories of psychology have been applied to marketing theory e.g. cognitive dissonance, personality theory, Jungian archetypes, Maslow’s Hierarchy of Needs, to help in describing the relationship of the individual with the process of consumption. The boom in expenditure and the growth of specialist agencies and independent qualitative researchers, the use of the term ‘focus groups’ (particularly in the arenas of public opinion and political research) rather than group discussions, as well as applications from other disciplines such as ethnography and neuroscience are explored.