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.

Applications of Qualitative Methods for Marketing

To deal with the marketplace requires an understanding of the people in it, what buyers and sellers do, and why they do it.

—Sidney J. Levy, 1964

Marketing research for the 21st century is taking on many of the characteristics of social and human sciences for a variety of ...

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