A01=Roy Langmaid
A01=Wendy Gordon
Advertising Idea
Author_Roy Langmaid
Author_Wendy Gordon
Category=KJ
Category=KJMV7
Category=KJS
Concept Boards
Consumer Brand Relationship
Convenience Foods
Creative Development Process
Creative Development Research
Depth Interview
depth interviewing techniques
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Face To Face
focus group analysis
Follow
hybrid research methods
Individual Depth Interview
interpreting participant responses in studies
Market Research Group
Narrative Tapes
nonverbal communication research
Projective Drawing
projective techniques
Qualitative Interviewer
Qualitative Interviewing Process
Quantitative Research
Recruitment Experience
research methodology qualitative
Research Stimuli
Stimulus Material
Tv Commercial
USA
Vice Versa
Wanders
Wo
Product details
- ISBN 9780566051159
- Weight: 768g
- Dimensions: 169 x 244mm
- Publication Date: 23 Jun 1988
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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This book opens the black box of qualitative market research and reveals the inner workings of the qualitative process. The influence of group dynamics on the data itself, the significance of body language in the interaction between researcher and respondent and the application of techniques to discover the private world of the individual are all exposed. So too, is the least visible part of all research projects - the interpretation of content given the fact that people often 'don't say what they mean' and 'don't mean what they say'. This book brings together a detailed overview of procedures and techniques in contemporary qualitative market research. These evolving techniques are making qualitative research increasingly influential. A clear understanding of their strengths and weaknesses is therefore vital to anyone involved in research - whether market, industrial, social, governmental or medical.
Wendy Gordon and Roy Langmaid run successful qualitative research practices in London. They are also actively involved in the advertising and market research industries and teach and write on a broad range of contemporary issues in this field.
