Qualitative research : good decision making through understanding people, cultures and markets / Sheila Keegan.

Author: Keegan, Sheila.

Imprint:London ; Philadelphia : Kogan Page, 2009.

Descriptionxii, 260 p. : ill. ; 24 cm.

Note: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.

Bibliography Note:Includes bibliographical references (p. [252]-256) and index.

Note:Recommended in Resources for College Libraries

This item has been checked out 1 time(s)
and currently has 0 hold request(s).