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.

Projective, Observational, Ethnography and Grounded Theory Techniques

Learning Objectives

  • Explain the types and uses of projective research techniques
  • Describe the uses of observational research
  • Discuss the advantages of using ethnography as part of marketing research
  • Explore the use of grounded theory when researching consumer interaction

Researching The World Of Australian Hip Hop

Hip Hop culture ...

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