AMA Conference 2020

Qualitative research

Qualitative research

Issue 33 / January 2009

As you will discover in this issue of JAM, there is some great work happening in the arts sector that we hope will inspire you to reflect on the potential contribution of qualitative research to every area of your business.

In the first feature, Lisa Baxter explores three core qualitative research techniques and how they might be applied in an arts context (page 6), Caroline Greener looks at taking a co-creational approach to mystery shopping and discussion groups with family audiences (page 10), and Gerri Morris shares the key insights gained from combining qualitative and quantitative research techniques for the Edinburgh International Film Festival (page 12).

Martyn Richards proposes an alternative approach to the commissioning process (page 16), Marge Ainsley talks to Kate Carreno about her experiences of undertaking qualitative research (page 18) and Adelaide Morris shares how she used creative techniques to generate empathy with the research proposition (page 20).

Heather Maitland looks at the history and origins of qualitative research (page 4) while the spotlight falls on Sarah Wells, freelance AMA finance manager.

Any thoughts, comments or suggestions for JAM? Please email the Editor.

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