Qualitative Methods for Marketplace Research

by Shay Sayre

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Book Overview

All key topics are covered 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.

Format:Paperback

Language:English

ISBN:0761922709

ISBN13:9780761922704

Release Date:March 2001

Publisher:Sage Publications, Inc

Length:272 Pages

Weight:0.85 lbs.

Dimensions:0.6" x 6.0" x 9.2"

Related Subjects

Business Business & Finance Business & Investing Economics Marketing Reference Research Textbooks Writing, Research & Publishing Guides

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