1st Edition
Qualitative Market Research A Practitioner's and Buyer's Guide
288 Pages
by
Routledge
288 Pages
by
Routledge
Also available as eBook on:
This book opens the black box of qualitative market research and reveals the inner workings of the qualitative process. The influence of group dynamics on the data itself, the significance of body language in the interaction between researcher and respondent and the application of techniques to discover the private world of the individual are all exposed. So too, is the least visible part of all... Read more
Contents: Introduction; Problems and methodology; Planning and designing qualitative studies; Group discussions - philosophy, mechanics and process; Group dynamics; Interviewing - getting better; The individual 'depth' interview; Non-verbal communication; Projective and enabling techniques; One-way mirror; The interpretation of qualitative research; Recruitment; The presentation of qualitative research; Research with children; Research stimulus material; Qualitative and quantitative hybrid methodologies; Bibliography; Index.
Biography
Wendy Gordon and Roy Langmaid run successful qualitative research practices in London. They are also actively involved in the advertising and market research industries and teach and write on a broad range of contemporary issues in this field.
