QUALITATIVE METHODS FOR MARKETPLACE RESEARCH by Shay Sayre ( 9781452215822 )

Item Details

Title:

QUALITATIVE METHODS FOR MARKETPLACE RESEARCH

By:

Format:

Electronic book text

List price:	£74.40
We currently do not stock this item, please contact the publisher directly for further information.

ISBN 10:

1452215820

ISBN 13:

9781452215822

Publisher:

SAGE PUBLICATIONS INC EBOOKS

Pub. date:

1 March, 2001

Pages:

272

Description:

Written for students and marketing practitioners, Shay Sayre provides a thorough introduction to qualitative methods in market research. The author covers all key topics and borrows techniques from a wide variety of fields to present specific examples that illustrate how these techniques are adapted for marketplace research.

Synopsis:

This appealing text, written for students and marketing practitioners, provides a thorough introduction to qualitative methods in market research. All key topics are covered including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. 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.

Publication:

Imprint:

SAGE Publications Inc

Returns:

Non-returnable

Some other items by this author:

CAMPAIGN PLANNER FOR INTEGRATED BRAND COMMUNICATIONS (PB)

CAMPAIGN PLANNER FOR INTEGRATED MARKETING COMMUNICATION (PB)

CAMPAIGN PLANNER FOR PROMOTION AND INTEGRATED MARKETING COMMUNICATIONS (PB)

ENTERTAINMENT AND SOCIETY