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Qualitative Market Research : an Introduction to Qualitative Market Research.

Author: Mike Imms; Gill Ereaut
Publisher: London : Sage Publications, 2002.
Series: Qualitative Market Research, v.1.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
|Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a "must-have"' - Admap. |This is one of the best texts on the subject I've come across and I did find some of the content truly inspirational' - Mick Williamson, Creative Director, TRBI for In Brief magazine. |It will be essential reading for anyone involved with qualitative  Read more...
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Mike Imms; Gill Ereaut
ISBN: 9781848600799 1848600798
OCLC Number: 476159278
Description: 1 online resource (152 pages).
Contents: Acknowledgements; Editorial Introduction; About this Book; 1 Introduction: What is Qualitative Market Research?; 2 Characteristics of Qualitative Market Research as a Commercial Practice; 3 What Do Organisations Get from Qualitative Market Research?; 4 What Does the Qualitative Market Research Industry Look Like?; 5 Defining the Problem and Designing the Project; 6 How Local and International Qualitative Market Research Projects Work; 7 Ethics and Professional Standards; Appendix: Sources of Further Information on Qualitative Market Research; Bibliography; Index.
Series Title: Qualitative Market Research, v.1.

Abstract:

|Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a "must-have"' - Admap. |This is one of the best texts on the subject I've come across and I did find some of the content truly inspirational' - Mick Williamson, Creative Director, TRBI for In Brief magazine. |It will be essential reading for anyone involved with qualitative market research' - David Barr, Director General of the Market Research Society. |An ideal resource for people aiming for a qualitative market research career, for academics.

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