Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.

Choosing Participants for Qualitative Research
Learning Objectives
  • Discuss the unique factors to consider when developing a participant profile
  • Explain how to construct a sample using the convenience, snowballing and purposive methods
  • Identify the steps involved in the purposive method of constructing a sample
  • Describe how ...
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