The first part of the paper defines the character of qualitative research and investigates the problem of the potential lack of “objectivity” wich is frequently associated with the interpretation of qualitative findings.

Reasons why different researchers arrive at different results are identified and it is shown that one of the major reasons is the existence of different qualitative “schools”…

(Wulf Schlund & Dirk Frank, Paper presented at the ESOMAR Conference “The business value of emotional intelligence” in Budapest 2001)