Qualitative Market Research: A Comprehensive Guide - Hardcover

Mariampolski, Hy; Mariampolski

Hardcover

ISBN 10: 0761969446 ISBN 13: 9780761969440

Verlag: Sage Publications, 2001

Inhaltsangabe

Book by Mariampolski Hy

Über diesen Titel

Críticas:

"It is the ultimate training guide, mixing scholastic rigor with a very readable style, geared to serve as an encyclopedic reference." 

(Anne Ward)

". . . a comprehensive survey of the topic . . . a complete resource and a fundamental yet creative cookbook . . . Mariampolski offers detailed suggestions on how to effectively set up each particular type of project with step-by-step guidelines on how to proceed at each stage along the way. . . . It will be very interesting to those who wish to work in marketing, advertising, or research."

(Journal of Advertising Research)

Reseña del editor:

Best Practices in Qualitative Research guides the reader through a complete research project from the perspective of both user and practitioner. Hy Mariampolski's practical book meets the needs of several audiences by creating common ground in the applied practice of qualitative research.

Section one begins with an overview of the history and philosophy behind the practice of qualitative research, discussing such figures as Max Weber, Sigmund Freud, Margaret Mead and Erving Goffman. The authors go on to explore:

{ using qualitative versus quantitative approaches

{ the organization of qualitative research

{ qualitative research applications (including product development, branding and advertising)

{ the varieties of qualitative research methods

Section two looks at the management of qualitative research and discusses project management, planning and budgeting issues.

Section three looks at group moderation and interviewing techniques.

Section four addresses the whole area of collecting and analyzing qualitative data, including discussion of computer-assisted software methods, as well as research reporting.

The book can be used as both a continuous teaching text and training manual; or individual sections may be consulted to enhance knowledge of 'best practices' and improve productivity in any specific research application.

Über diese Auflage

• Verlag: Sage Publications
• Erscheinungsdatum: 2001
• ISBN 10: 0761969446
• ISBN 13: 9780761969440
• Einband: Tapa dura
• Auflage: 1
• Anzahl der Seiten: 328
• Herausgeber: Mariampolski Hy