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Item Details
| Title:
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QUALITATIVE METHODS FOR MARKETPLACE RESEARCH
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| By: |
Shay Sayre |
| Format: |
Paperback |
| List price:
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£128.00 |
| Our price: |
£115.20 |
| Discount: |
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| You save:
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£12.80 |
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| ISBN 10: |
0761922709 |
| ISBN 13: |
9780761922704 |
| Availability: |
Usually dispatched within 1-3 weeks.
 Delivery
rates
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| Stock: |
Currently 0 available |
| Publisher: |
SAGE PUBLICATIONS INC |
| Pub. date: |
16 March, 2001 |
| Edition: |
Abridged edition |
| 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: |
US |
| Imprint: |
SAGE Publications Inc |
| Returns: |
Returnable |
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