How is qualitative marketing and consumer research conducted today?- What is rigorous research in this field?
- What are the new, cutting edge techniques?
Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research.
Whatever your background, this book will help you become a better researcher and help your research come alive for others.
- ISBN10 1446272060
- ISBN13 9781446272060
- Publish Date 14 December 2012
- Publish Status Active
- Out of Print 17 June 2015
- Publish Country GB
- Imprint Sage Publications Ltd
- Format eBook
- Pages 240
- Language English