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.

In-depth, Intercept and Expert Interviews
Learning Objectives
  • Explain the advantages and disadvantages of using interview research
  • Examine the unique features of in-depth, expert and intercept interviews
  • Identify the different types of interview questions
  • Describe the different methods of screening potential interview participants
  • Explain the guidelines to ...
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