Blind insights: a new technique for testing a priori hypotheses with qualitative methods

Authors

Eric D. DeRosia, Brigham Young University - Provo
Glenn L. Christensen, Brigham Young UniversityFollow

Keywords

qualitative methods, advertising

Abstract

The purpose of this paper is to propose and illustrate blind qualitative hypothesis testing, which is a qualitative research technique that further generalizes the well-known notion of “blindness” in research to include a qualitative researcher. The technique introduces a method to test a priori hypotheses using qualitative, emergent observation and analysis without the biasing influence of prior knowledge of the hypotheses being tested.

Original Publication Citation

“Blind Insights: A New Technique for Testing A Priori Hypotheses with Qualitative Methods,” (2009), with Eric D. DeRosia, Qualitative Market Research, 12 (1), 15-35.

BYU ScholarsArchive Citation

DeRosia, Eric D. and Christensen, Glenn L., "Blind insights: a new technique for testing a priori hypotheses with qualitative methods" (2009). Faculty Publications. 8332.
https://scholarsarchive.byu.edu/facpub/8332

Document Type

Peer-Reviewed Article

Publication Date

2009

Publisher

Qualitative Market Research An International Journal

Language

English

College

Marriott School of Business

Department

Marketing

University Standing at Time of Publication

Associate Professor

Copyright Use Information

https://lib.byu.edu/about/copyright/