Qualitative Market Research

Qualitative Market Research follows through a complete research project from the perspective of both user and practitioner. In this respect it can be used as both a continuous teaching text and training manual or individual sections may be consulted to enhance knowledge of `best practices'' and improve productivity in any specific research application. Section one begins with an overview of the history and philosophy behind the practice of qualitative research using qualitative or quantitative approaches organising qualitative research (particularly those in `practice'' such as research consultants) qualitative research applications (including product development branding and advertising) and the varieties of qualitative research methods. Section two looks at the management of qualitative research and discusses project management planning and budgeting issues. Section three looks at group moderation and interviewing techniques and section four addresses the whole area of collecting and analysing qualitative data including discussion of computer-assisted software methods as well as research reporting. This book meets the needs of several audiences by creating some common ground in the applied practice of qualitative research. It should consequently be invaluable reading to a wide readership from social research methods students (particularly those in sociology business psychology education marketing and market research) to worldwide practitioners of qualitative research both clients and consultants.