Summary
Contents
Subject index
This appealing text, written for students and marketing practitioners, provides a thorough introduction to qualitative methods in market research.All key topics are covered in Qualitative Methods for Marketplace Research, 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.
Phenomenology and Grounded Theory
Phenomenology and Grounded Theory
These two models are presented together because one is an extension of the other, and they use very similar data collection methods. The difference is that phenomenology begins with a research question, and grounded theory is conducted to discover a research question for testing. Phenomenologies describe the ...
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