Qualitative Research Methods for the Critical Marketer

There are many books on research methods, which combine both quantitative and qualitative methods with a view to applying them to a multitude of contexts. However, until now, there has been a scarcity of books on qualitative research methodology that focus on the need of the critical market researcher whilst being firmly based on theory, offer the full range of qualitative methods with associated key representatives, and use a language that not only the academic researcher understands but a...