Qualitative Methods for Marketplace Research
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€182.28
A01=Shay Sayre
Author_Shay Sayre
Category=KJSM
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eq_business-finance-law
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Marketing Research
Qualitative Techniques for Business & Management Research
Product details
- ISBN 9780761922704
- Weight: 370g
- Dimensions: 152 x 228mm
- Publication Date: 20 Apr 2001
- Publisher: SAGE Publications Inc
- Publication City/Country: US
- Product Form: Paperback
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Qualitative Methods for Marketplace Research is the only text of its kind on the market today. Designed especially for students and practitioners, this book provides marketers, communicators and researchers with the effective data collection and analysis techniques. It explains how to use visual and verbal text as tools for understanding consumers and audiences in their natural environment as well as in controlled situations. 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. Essential for understanding text-based consumption behavior, this book is a must for anyone who will conduct marketplace research in the 21st century.
