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Murray Goot - 'Inchoate and uncontrolled'

Murray Goot - 'Inchoate and uncontrolled'

This paper addresses some of the criticisms levelled at Mass Observation by Mark Abrams one of the leading market researchers of his generation. It argues that some of his criticisms of MO were unfounded or exaggerated, that some of the problems he identified applied not just to Mass Observation but also to market research more generally, and that Abrams misunderstood much of what Mass Observation was attempting to do. This talk was given as part of the Mass Observation Anniversaries Conference, 4-6 July 2012.