Qualitative research
Subtitle: good decision making through understanding people, culture and markets
By: Sheila Keegan.
Publisher: Kogan Page
Published: 2009
Place of publication: London; Philadelphia
Language: eng
Number of pages: 260
ISBN-13: 9780749454647
Subjects: Marketing research; Qualitative research
Description: Qualitative research is a powerful tool which plays a part in conducting marketing research into customer value analysis, branding and naming, new product launch, customer satisfaction and market segmentation, among other marketing areas. Its techniques include all types of focus groups, in depth one-one-one interviews, intercept studies and observational research. Because of its importance in determining buyer attitudes and beliefs it has been growing exponentially. The author, a psychologist and market research practitioner, outlines the history of qualitative research, its purpose and role, its relationship to quantitative research, ethical issues it provokes, and how to analyze, interpret, and communicate research results. She presents different theoretical models within which qualitative research operates and uses case studies to show how these frameworks differ between the UK, Europe, the US and other countries.
Notes: Includes bibliographical references and index.