Qualitative Research

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Qualitative Research

By Sheila Keegan

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Qualitative Research helps those who have limited experience of qualitative research, to become proficient buyers of research. It will enable buyers to commission QR with confidence; to choose a supplier, agree a methodology with the research agency, understand the process and end up with useful outputs which address the initial research issues. It will help train new practitioners in terms of the basics of qualitative research and it will also develop the knowledge and understanding of more experienced qualitative researchers. Qualitative research explores questions such as what, why and how, rather than how many or how much; it is primarily concerned with meaning rather than measuring. Understanding why individuals and groups think and behave as they do lies at the heart of qualitative research, and market research practitioners and students of market research will all benefit from this title.

Subject: Business & Economics -> Marketing -> Marketing Research

Qualitative Research
Good Decision Making Through Understanding People, Cultures and Markets
1st edition
Publisher: Kogan Page 10/3/09
Imprint: Kogan Page
Language: English
Length: 272 pages

ISBN 10: 0749458607
ISBN 13: 9780749458607
Print ISBN: 9780749454647

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