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.
| Autorius: | Shay Sayre |
| Leidėjas: | Sage Publications, Inc |
| Išleidimo metai: | 2001 |
| Knygos puslapių skaičius: | 272 |
| ISBN-10: | 0761922709 |
| ISBN-13: | 9780761922704 |
| Formatas: | Knyga minkštu viršeliu |
| Kalba: | Anglų |
| Žanras: | Market research |
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