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Book synopsis

This appealing text, written for students and marketing practitioners, provides a thorough introduction to qualitative methods in market research. All key topics are covered including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. Borrowing techniques from anthropology, sociology, psychology, and communication, the book presents specific examples to illustrate how these techniques are adapted for marketplace research. Studies conducted by renowned scholars and practitioners guide readers through all the nuances of qualitative methods needed to develop, execute and analyze state-of-the-art marketplace studies.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Qualitative Methods for Marketplace Research
• Author: Shay Sayre
• Language: English
• Binding: Paperback
• Number of pages: 272
• EAN: 9780761922704
• ISBN: 0761922709
• ID: 04684263
• Publisher: SAGE Publications Inc
• Weight: 370 g
• Dimensions: 228 × 152 × 14 mm
• Date of publishing: 20. April 2001

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