Qualitative Tips, Tricks, and Trends: What Every Researcher Should Know

Qualitative Tips, Tricks, and Trends: What Every Researcher Should Know

by Mary Kathryn Malone, Mike Thomas
     
 

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When you take on a qualitative research project, hundreds of details fall on your shoulders.

Groups or one-on-one interviews? How many locations? Facility or in-home? Online or in person? Who to recruit? How much to pay? Homework? Floaters? Discussion guides? Projective techniques? And when you have teased out the insights, there is always the report to be

Overview

When you take on a qualitative research project, hundreds of details fall on your shoulders.

Groups or one-on-one interviews? How many locations? Facility or in-home? Online or in person? Who to recruit? How much to pay? Homework? Floaters? Discussion guides? Projective techniques? And when you have teased out the insights, there is always the report to be presented.

Mary Kathryn Malone has done it all many times and her handbook gives you step-by-step tips and guidance to make sure no detail is overlooked.

Editorial Reviews

Joseph Rydholm
Malone goes in-depth on the qualitative process, at an operational, in-the-trenches level. Along with discussions of homework assignments, scheduling and incentives, there are informative and entertaining chapters on recruiting and working with facilities, field agencies and hostesses.
All actors in the qualitative process can benefit from learning more about the issues facing the colleagues. And when it's delivered with this kind of commitment and sincerity, the education is enjoyable.

Product Details

ISBN-13:
2940012179241
Publisher:
Paramount Market Publishing, Inc.
Publication date:
03/04/2011
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
128
File size:
534 KB

Meet the Author

Mary Kathryn Malone began her career in journalism in 1992, and has never stopped being curious about people. Over the past two decades she has been a producer, a statistician, a moderator and a teacher — often wearing more than one hat at a time! Her work has helped companies launch new products, attract new customers, develop killer ads, and build stronger brands.
Mary K. is a generalist and has worked in a variety of industries: consumer products, higher education, healthcare and leisure, but she has deep experience on which to draw, making her the perfect research partner.
In addition to all things research, Mary K. makes it a point to give back. She has served as a member of the External Advisory Board of the A.C. Nielsen Center, volunteers on the Vision5K marketing committee, helps grant wishes for the Make-A-Wish Foundation, and runs marketing workshops for entrepreneurial women at the Center for Women and Enterprise.
Mary K. earned an MBA from the University of Wisconsin-Madison where she was an A.C. Nielsen Research Scholar. She is a member of several professional groups and regularly participates in seminars and trainings at many of the research industry’s leading organizations.
To reach Mary K. directly:

Mike Thomas is a creative director with 18 years experience in brand and licensing design. After graduating with a degree in communications design from Pratt Institute, Mike joined Marvel Enterprises as an art director. He was soon promoted to creative director and worked on properties like Spider-Man the Animated Series, The Incredible Hulk, and X-Men, the movie. With Chris Dickey, he founded Creative Giant in 2001. He can be reached at .

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