Title: Qualitative research
First published: 2009
Description: Sheila Keegan, 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.
Subjects: Management, Nonfiction, Business, Marketing research, Qualitative research
LC classification: HF5415.2 .K36 2009