Johnny Saldana's unique and invaluable manual demystifies the qualitative coding process with a comprehensive assessment of different coding types, examples and exercises. The ideal reference is essential reading across the social sciences and neatly guides you through the multiple approaches available for coding qualitative data.

How do you select what to write up from all the qualitative data that has been collected? Harry F. Wolcott has thoroughly revised the book that has provided the solution to this question as well as inspired thousands in writing up their research.

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...