Qualitative research : good decision making through understanding people, cultures and markets
(Book - Regular Print)

Book Cover
Average Rating
Published
London ; Kogan Page, 2009.
Physical Desc
xii, 260 pages : illustrations ; 24 cm.
Status
Prescott College - CIRCCOLL - Circulating Collection
HF5415.2.K36 2009
1 available

More Details

Published
London ; Kogan Page, 2009.
Format
Book - Regular Print
Language
English

Notes

Bibliography
Includes bibliographical references (pages 252-256) and index.
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.

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Citations

APA Citation, 7th Edition (style guide)

Keegan, S. (2009). Qualitative research: good decision making through understanding people, cultures and markets . Kogan Page.

Chicago / Turabian - Author Date Citation, 17th Edition (style guide)

Keegan, Sheila. 2009. Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets. Kogan Page.

Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)

Keegan, Sheila. Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets Kogan Page, 2009.

MLA Citation, 9th Edition (style guide)

Keegan, Sheila. Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets Kogan Page, 2009.

Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.

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