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In reviewing the management literature, especially marketing management, it is evident that little attention has been paid to qualitative research in the discipline. This is perhaps due to the propensity to apply quantitative approaches in an attempt to establish the credibility of a relatively young subject. However, to neglect qualitative research methods in marketing can stifle innovation, creativity and new ways of thinking that are the very essence of successful marketing. In order to appreciate fully the value of qualitative research it is necessary to consider its historical development.

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The background to the radical reform of higher education in the United Kingdom since the mid-1980s is given with stress on the idea that a motivating factor has been a misunderstanding of classical economics on the part of neo-liberal higher education administrators. Among the reforms that have been imposed, for the most part, from above have been modularization of the course structure and the semesterization of the academic year. Using a Likert-scale format, the authors have polled a sampling of faculty members at a given UK university. Their preliminary set of results, based on what they admit is a small sampling, indicates widespread faculty disapproval at the way modularization and semesterization were imposed at this university.