A Case for Contrast as a Catalyst for Change

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This is a qualitative, largely reflective case study of our evolution from teachers of market research to educational collaborators who work with students to co-develop qualitative researchers. The case whilst exploring ways to extend and improve the teaching of qualitative research and researchers at all levels within the university, also presents a more general, interpretivist approach to problem solving. The focus of the case is one of contrast as a catalyst for change; contrast between the authors, the needs of industry, academic and commercial practice. It involved the combination and interpretation of reflective elements including articulating our individual memories and inter-relating these in a series of discussions where we also consider the nature and meaning of our educational approaches. The case concludes with reflection on the nature of qualitative discovery within our teaching. It is spontaneous, messy, conflicting, surprising and satisfying. We attempt to communicate this to students and to engineer situations where we are messy, conflicted and conflicting and surprised!


Keywords: Case Study, Qualitative Research, Ontology
Stream: Adult, Vocational, Tertiary and Professional Learning
Presentation Type: Paper Presentation in English
Paper: , , Case for Contrast as a Catalyst for Change, A


Dr. Louise Young

Professor, School of Marketing, University of Technology
Sydney, NSW, Australia

Louise has had a very successful career both as a teacher, and as a researcher, as is reflected in the awards she has received, most recently as a co- recipient of a Carrick Citation for “for sustained development of student inspiration, achievement and curiosity through their engagement in a practice-based, research-led group project” and her position as Professor in the School of Marketing at the University of Technology, Sydney. She regularly runs workshops, both in Australia and overseas, on a variety of topics including qualitative research methods Louise’s many publications reflect the breadth of her research interests; from the nature of teaching to the nature of complex systems. She is widely recognized as an expert on the nature and role of trust in relationships and is involved in a number of international projects in this area Current research focuses on the evolution and management of relationships and networks in a range of contexts including business to business, tourism and CSR.. Research methods used include deep qualitative interview and lexicographic analysis and agent-based modeling

Lynne Freeman

Lecturer, School of Marketing, University of Technology
Sydney, NSW, Australia

After completing a master’s degree in Marketing Education, from the University of Lancaster, Lynne gained several years experience in the market research industry in the UK, where she specialised in retail and panel research. Lynne moved to Australia in the mid 1980’s and since her arrival has taught at both the graduate and undergraduate level, run workshops and training courses on amongst other topics qualitative research techniques, small business governance and market research skills, given seminars both here and overseas on communication and Government policy. She has received awards for her teaching, most recently being co-awarded a Carrick Citation for "outstanding commitment to student learning" She also runs a consultancy specialising in qualitative market research. Research interests include qualitative research, education, compliance, marketing communications, small business management and taxation

Ref: L08P0330