Cantitate/Preț
Produs

Qualitative Research – Good Decision Making Through Understanding People, Cultures and Markets

Autor Sheila Keegan
en Limba Engleză Paperback – 3 oct 2009
Qualitative research is a powerful tool which plays a part in conducting marketing research into customer value analysis, branding and naming, new product launch, customer satisfaction and market segmentation, among other marketing areas. Its techniques include all types of focus groups, in depth one-one-one interviews, intercept studies and observational research. Because of its importance in determining buyer attitudes and beliefs it has been growing exponentially.

Sheila Keegan, psychologist and market research practitioner, outlines the history of qualitative research, its purpose and role, its relationship to quantitative research, ethical issues it provokes, and how to analyze, interpret, and communicate research results.  She presents different theoretical models within which qualitative research operates and uses case studies to show how these frameworks differ between the UK, Europe, the US and other countries.
Citește tot Restrânge

Preț: 29480 lei

Puncte Express: 442

Preț estimativ în valută:
5648 6118$ 4843£

Carte tipărită la comandă

Livrare economică 06-13 mai

Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9780749454647
ISBN-10: 0749454644
Pagini: 272
Dimensiuni: 156 x 234 x 15 mm
Greutate: 0.51 kg
Editura: Kogan Page
Locul publicării:United Kingdom

Cuprins

1.         Market research: the big picture          
2.         How ‘qualitative’ fits within the wider world of research       
3.         The nature of qualitative research       
4.         The business of qualitative research   
5.         Research issues that call for qualitative methods        
6.         Qualitative research methodologies    
7.         Improving interviewing (and other) skills       
8.         Research stimuli         
9.         Projective techniques  
10.       Consumer input to idea generation and development 
11.       Designing a qualitative research project          
12.       Managing a qualitative research project          
13.       The ‘hidden’ processes of analysis and interpretation
14.       Communicating qualitative research outcomes           
15.       Multi-country qualitative studies         

Recenzii

"[D]elivers a thorough, lucid description of the role of qualitative research in business, outlines techniques used to access respondents' psyche, and how data can be tranformed into a coherent insight into the consumer's world." -- supplymanagement.com

Notă biografică

Sheila Keegan is a Founding Partner of Campbell Keegan Ltd, a consulting firm that uses qualitative research methods to help businesses with change management and communication.

Descriere

Keegan, psychologist and market research practitioner, outlines the history of qualitative research; its purpose and role; its relationship to quantitative research; ethical issues it provokes; and explains how to analyze, interpret, and communicate research results.