Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets [NOOK Book]

Overview

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 ...
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Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets

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Overview

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.
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Product Details

  • ISBN-13: 9780749458607
  • Publisher: Kogan Page, Ltd.
  • Publication date: 10/3/2009
  • Series: Market Research in Practice
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 272
  • Sales rank: 537,255
  • File size: 4 MB

Meet the Author

Sheila Keegan is a Founding Partner of Campbell Keegan Ltd, a consulting firm that uses qualitative research methods to help businesses with change management and communication.
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Table of Contents

1. Market research: the big picture

2. How ‘qualitative’ fits within the wider world of research

3. The nature of qualitative research

4. The business of qualitative research

5. Research issues that call for qualitative methods

6. Qualitative research methodologies

7. Improving interviewing (and other) skills

8. Research stimuli

9. Projective techniques

10. Consumer input to idea generation and development

11. Designing a qualitative research project

12. Managing a qualitative research project

13. The ‘hidden’ processes of analysis and interpretation

14. Communicating qualitative research outcomes

15. Multi-country qualitative studies

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