Qualitative research [electronic resource] : good decision making through understanding people, cultures and markets / Sheila Keegan.
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| Published: |
London ; Philadelphia :
Kogan Page,
c2009
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| Online Access: | |
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| Series: | Market research in practice series
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| Format: | Electronic eBook |
Table of Contents:
- Copyright; Table of contents; About MRS; The editorial board; Acknowledgements; Introduction; 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
