Boek
This appealing text written for students and marketing practitioners providesa thorough introduction to qualitative methods in market research.All key topics are covered including the differences between quantitative andqualitative research steps to take prior to conducting research datacollection techniques and tools decoding and understanding collected data andexplaining research findings to someone else. Borrowing techniques fromanthropology sociology psychology and communication the book presentsspecific examples to illustrate how these techniques are adapted formarketplace research. Studies conducted by renowned scholars and practitionersguide readers through all the nuances of qualitative methods needed to developexecute and analyze stateoftheart marketplace studies. «
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