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 IV: DATA COLLECTION: TECHNIQUES AND TOOLS

Part IV: DATA COLLECTION: TECHNIQUES AND TOOLS

Whether you plan to conduct research in the field or probe problem solutions in the confines of an organization, you should be familiar with ways in which information is extracted from marketplace consumers. Qualitative data collection involves skill building in techniques of observation and interviewing. To help ...

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