Qualitative Research

"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.

ISBN 0749454644   Pages 272 ISBN13 9780749454647 (What's this?)   Volumes 1 Publisher Kogan Page Ltd   Weight (grammes) 520 Imprint Kogan Page Ltd   Published in London Format Paperback   Series title Market Research in Practice Publication date 03 Oct 2009   Height (mm) 235 Library of Congress 2009019016   Width (mm) 158 DEWEY 658.83   Spine width (mm) 19 DEWEY edition DC22   Academic level Tertiary education, Professional / Scholarly

1		Market research: the big picture		3
2		How 'qualitative' fits within the wider world of research		11
3		The nature of qualitative research		18
4		The business of qualitative research		27
5		Research issues that call for qualitative methods		37
6		Qualitative research methodologies		71
7		Improving interviewing (and other) skills		102
8		Research stimuli		125
9		Projective techniques		143
10		Consumer input to idea generation and development		166
11		Designing a qualitative research project		177
12		Managing a qualitative research project		188
13		The 'hidden' processes of analysis and interpretation		203
14		Communicating qualitative research outcomes		230
15		Multi-country qualitative studies		245
		References		252
		Index		257

"this is a very well written, comprehensive treatment of the meaning, methodologies and practices of qualitative research" First Trust Bank Dec 09

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