Qualitative research for marketing: how qualitative research underpins good business decisions 9780749454647, 0749454644

Qualitative Research helps those who have limited experience of qualitative research, to become proficient buyers of res

681 106 3MB

English Pages pages cm Year 2009

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Qualitative research for marketing: how qualitative research underpins good business decisions
9780749454647, 0749454644

Author / Uploaded
Keegan
Sheila

Table of contents :
Chapter - 00: Introduction
Chapter - 01: Market research: the big picture
Chapter - 02: How 'qualitative' fits within the wider world of research
Chapter - 03: The nature of qualitative research
Chapter - 04: The business of qualitative research
Chapter - 05: Research issues that call for qualitative methods
Chapter - 06: Qualitative research methodologies
Chapter - 07: Improving interviewing (and other) skills
Chapter - 08: Research stimuli
Chapter - 09: Projective techniques
Chapter - 10: Consumer input to idea generation and development
Chapter - 11: Designing a qualitative research project
Chapter - 12: Managing a qualitative research project
Chapter - 13: The 'hidden' processes of analysis and interpretation
Chapter - 14: Communicating qualitative research outcomes
Chapter - 15: Multi-country qualitative studies

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