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 II: GETTING READY TO RESEARCH

Part II: GETTING READY TO RESEARCH

This section presents the preliminary steps researchers take prior to engaging in a study. In Chapter 4, issues of subject selection and subject rights, study location, gaining access to that location, understanding research protocol, and ensuring your study's integrity are addressed. Institutional review boards are ...

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