Qualitative research : good decision making through understanding people, cultures and markets / Sheila Keegan.
2009
658.83 K26q 2009
Available at 2nd (Main) Floor
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Title
Qualitative research : good decision making through understanding people, cultures and markets / Sheila Keegan.
Author
ISBN
9780749454647
0749454644
0749454644
Imprint
London ; Philadelphia : Kogan Page, 2009.
Language
English
Description
xii, 260 p. : ill. ; 24 cm.
Call Number
658.83 K26q 2009
System Control No.
(OCoLC)320800657
(OCoLC)320800657
(OCoLC)320800657
Summary
Qualitative research is a powerful tool which plays a part in conducting marketing research into customer value analysis, branding and naming, new product launch, customer satisfaction and market segmentation, among other marketing areas. Its techniques include all types of focus groups, in depth one-one-one interviews, intercept studies and observational research. Because of its importance in determining buyer attitudes and beliefs it has been growing exponentially. The author, a psychologist and market research practitioner, outlines the history of qualitative research, its purpose and role, its relationship to quantitative research, ethical issues it provokes, and how to analyze, interpret, and communicate research results. She presents different theoretical models within which qualitative research operates and uses case studies to show how these frameworks differ between the UK, Europe, the US and other countries.
Bibliography, etc. Note
Includes bibliographical references (p. [252]-256) and index.
Formatted Contents Note
Market research: the big picture
How 'qualitative' fits within the wider world of research
The nature of qualitative research
The business of qualitative research
Research issues that call for qualitative methods
Qualitative research methodologies
Improving interviewing (and other) skills
Research stimuli
Projective techniques
Consumer input to idea generation and development
Designing a qualitative research project
Managing a qualitative research project
The 'hidden' processes of analysis and interpretation
Communicating qualitative research outcomes
Multi-country qualitative studies.
How 'qualitative' fits within the wider world of research
The nature of qualitative research
The business of qualitative research
Research issues that call for qualitative methods
Qualitative research methodologies
Improving interviewing (and other) skills
Research stimuli
Projective techniques
Consumer input to idea generation and development
Designing a qualitative research project
Managing a qualitative research project
The 'hidden' processes of analysis and interpretation
Communicating qualitative research outcomes
Multi-country qualitative studies.
Series
Market research in practice series.
Record Appears in