Keegan S, Tinson J & Nancarrow C (2008) Bridging the practitioner-academic divide. Qualitative Market Research, 11 (1), pp. 107-112. https://doi.org/10.1108/13522750810845586
Purpose - The aim of this paper is to explore the benefits of a symbiotic relationship between academic and practitioner qualitative research communities and consider ways of nurturing such a relationship.
Design/methodology/approach - The IPA twinning case study is used as a possible model for collaborations with input from the Association for Qualitative Research and from the qualitative special interest group at the academy of marketing.
Findings - A variety of benefits and bases for collaboration are identified.
Research limitations/implications - Experience of collaborations in the field of qualitative research is limited.
Practical implications - A joint initiative is described.
Originality/value - It is argued that collaborations will improve the quality of outputs, generate publicity and income, provide personal development opportunities and, most importantly, be enjoyable.
Academic staff; Channel relationships; Management personnel; Qualitative research
Qualitative Market Research: Volume 11, Issue 1