Summary
Contents
Subject index
Qualitative Market Research is a landmark publishing event. The seven volumes provide, for the first time, complete coverage of qualitative market research practice, written by experienced practitioners, for both a commercial and academic audience. The set fills two important market gaps: it offers commercial practitioners authoritative source texts for training and professional development; and provides students and researchers with an account of qualitative research theory and practice in use today. Each book cross-references others in the series, but can also be used as a stand-alone resource on a key topic. The seven books have been carefully structured so as to be completely accessible in terms of language, use of jargon and assumed knowledge. Experienced market researchers will find the tools to help them critically evaluate their own work. Those new to market research will be provided with a complete map of qualitative market research theory and practice (including brands and advertising theory) and the stimulation to discuss and learn more with tutors and practitioners. Qualitative Market Research will be an invaluable resource for academic and professional libraries, commercial market researchers, as well as essential reading for students in market research, marketing and business studies market researchers, as well as essential reading for students in market research, marketing and business studies.
The Changing Business of Qualitative Market Research
The Changing Business of Qualitative Market Research
The change theme continues in this chapter with a discussion of changes within the qualitative market research industry itself. These include on-going diversification, consultancy and the move towards greater direct client-consumer contact. The implications of such changes for practitioners are assessed.
DIVERSIFICATION
Qualitative market research as a dedicated commercial activity has been established in the UK for more than 30 years, though its antecedents are much earlier. (For brief histories of the genesis and evolution of qualitative research see Gordon 1999 and Imms 1999.) Clearly it ...
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