The Association for Qualitative Research
The Hub of Qualitative Thinking

Evaluation

Many qualitative market research projects offer some kind of judgement or evaluation of ideas, concepts or advertisements. However, within social research the term 'evaluation' used alone refers specifically to research carried out for public sector organisations, in which the viability or effectiveness of initiatives or programmes is assessed. This work is often carried out by academic institutions or those with a background in academic research

 

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