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Qualitative Market Research: A Practitioner's and Buyer's Guide

194 citations0/0 files storedJournal of Marketing Research

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Focus Groups and Qualitative Methods Qualitative Research Methods and Applications Consumer Behavior and Market Dynamics

Abstract

Contents: Introduction Problems and methodology Planning and designing qualitative studies Group discussions - philosophy, mechanics and process Group dynamics Interviewing - getting better The individual 'depth' interview Non-verbal communication Projective and enabling techniques One-way mirror The interpretation of qualitative research Recruitment The presentation of qualitative research Research with children Research stimulus material Qualitative and quantitative hybrid methodologies Bibliography Index.

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