Qualitative Methods for Marketplace Research
| Author/creator | Sayre, Shay Author |
| Format | Electronic |
| Publication Info | Thousand Oaks : SAGE Publications, Incorporated |
| Description | 272 p. ill 09.000 x 06.000 in. |
| Supplemental Content | Full text available from SAGE Research Methods Core |
| Subjects |
| Summary | Annotation This appealing text, written for students and marketing practitioners, provides a thorough introduction to qualitative methods in market research.<p>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.</p> |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 00012352 |
| ISBN | 9780761922704 |
| ISBN | 0761922709 (Trade Paper) Active Record |
| Standard identifier# | 9780761922704 |
| Stock number | 87322 00023123 |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |