eBook - ePub

Qualitative Market Research

Name: Qualitative Market Research
ISBN: 9781506319117

Hy Mariampolski,

English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Qualitative Market Research

Hy Mariampolski,

About this book

Qualitative Market Research follows through a complete research project from the perspective of both user and practitioner. In this respect, it can be used as both a continuous teaching text and training manual, or individual sections may be consulted to enhance knowledge of "best practices" and improve productivity in any specific research application.

Section one begins with an overview of the history and philosophy behind the practice of qualitative research, using qualitative or quantitative approaches, organizing qualitative research (particularly those in "practice" such as research consultants), qualitative research applications (including product development, branding and advertising) and the varieties of qualitative research methods. Section two looks at the management of qualitative research and discusses project management, planning and budgeting issues. Section three looks at group moderation and interviewing techniques, and section four addresses the whole area of collecting and analyzing qualitative data, including discussion of computer-assisted software methods, as well as research reporting.

This book meets the needs of several audiences by creating some common ground in the applied practice of qualitative research. It should consequently be invaluable reading to a wide readership, from social research methods students (particularly those in sociology, business, psychology, education, marketing and market research) to worldwide practitioners of qualitative research, both clients and consultants.

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Yes, you can access Qualitative Market Research by Hy Mariampolski in PDF and/or ePUB format, as well as other popular books in Social Sciences & Social Science Research & Methodology. We have over one million books available in our catalogue for you to explore.