Kogan Page, 2009. — 272 p. — Market Research in Practice. — ISBN: 9780749454647"Qualitative Research" helps those who have limited experience of qualitative research, to become proficient buyers of research. It will enable buyers to commission QR with confidence; to choose a supplier, agree a methodology with the research agency, understand the process and end up with useful outputs which address the initial research issues. It will help train new practitioners in terms of the basics of qualitative research and it will also develop the knowledge and understanding of more experienced qualitative researchers. Qualitative research explores questions such as what, why and how, rather than how many or how much; it is primarily concerned with meaning rather than measuring. Understanding why individuals and groups think and behave as they do lies at the heart of qualitative research, and market research practitioners and students of market research will all benefit from this title.Contents Market research: the big picture How ‘qualitative’ fits within the wider world of research The nature of qualitative research The business of qualitative research Research issues that call for qualitative methods Qualitative research methodologies Improving interviewing (and other) skills Research stimuli Projective techniques Consumer input to idea generation and development Designing a qualitative research project Managing a qualitative research project The ‘hidden’ processes of analysis and interpretation Communicating qualitative research outcomes Multi-country qualitative studies
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