Qualitative Methods for Marketplace Research
By (author) Shay Sayre
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Qualitative Methods for Marketplace Research by Shay Sayre
Book DescriptionThis 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.
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Book DetailsISBN: 9780761922704
(229mm x 152mm x 13mm)
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 20-Apr-2001
Country of Publication: United States
Books By Author Shay Sayre
Entertainment and Society, Hardback (February 2010)» View all books by Shay Sayre
Introduces students to the ways that society shapes our many forms of entertainment and in turn, how entertainment shapes society. This title examines a broad range of types of entertainment, covering areas like sports, video games, gambling, theme parks, travel, and shopping, as well as media such as film, television, and print.
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