Qualitative Methods for Marketplace Research

Availability :
In Stock
₹ 7,216.00 M.R.P.:₹ 9020 You Save: ₹1,804.00  (20.00% OFF)
  (Inclusive of all taxes)
₹ 0.00 Delivery charge
Author: Shay Sayre
Publisher: SAGE Publications Inc
Edition: 1st Edition
ISBN-13: 9780761922704
Publishing year: 2001-03-01
No of pages: 272 pages
Weight: 370 grm
Language: English
Book binding: Paperback

Qty :

no information available

This appealing text, written for students and marketing practitioners, provides a thorough introduction to qualitative methods in market research. All key topics are covered including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. Borrowing techniques from anthropology, sociology, psychology, and communication, the book presents specific examples to illustrate how these techniques are adapted for marketplace research. Studies conducted by renowned scholars and practitioners guide readers through all the nuances of qualitative methods needed to develop, execute and analyze state-of-the-art marketplace studies.