This appealing text, written for students and marketing practitioners, provides a thorough introduction to qualitative methods in market research.All key topics are covered in Qualitative Methods for Marketplace Research, including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. Borrowing techniques from anthropology, sociology, psychology, and communication, the book presents specific examples to illustrate how these techniques are adapted for marketplace research. Studies conducted by renowned scholars and practitioners guide readers through all the nuances of qualitative methods needed to develop, execute and analyze state-of-the-art marketplace studies.

Part I: APPROACHING QUALITATIVE METHODS

Part I: APPROACHING QUALITATIVE METHODS

The three chapters in this section establish the why and what of qualitative methods for marketing purposes. The first chapter introduces the subject, comparing and contrasting qualitative and quantitative methods, and advocating the integration of both for a thorough research approach to problem solving. ...

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