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.

Ways of Knowing: Field Interviews

Everyone has probably listened to or seen at least one interview. Whether they're conducted by David Letterman late at night, moderated by Chris Matheson on HardBall, or sponsored by the grand jury, interviews facilitate our understanding of a subject by probing people who know about it. Because they ...

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