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.

Analyzing Verbal and Other Qualitative Data
Learning Objectives
  • Explore the difference between the analysis of quantitative and qualitative data
  • Discuss the types of information that can be revealed through analyzing data
  • Explain the process of transcribing recordings
  • Learn the methods of coding qualitative data
  • Discuss the software available to assist with qualitative coding and ...
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