Qualitative Research

Good Decision Making Through Understanding People, Cultures and Markets

Business & Finance, Marketing & Sales, Research, Management & Leadership, Management
Cover of the book Qualitative Research by Sheila Keegan, Kogan Page
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Author: Sheila Keegan ISBN: 9780749458607
Publisher: Kogan Page Publication: October 3, 2009
Imprint: Kogan Page Language: English
Author: Sheila Keegan
ISBN: 9780749458607
Publisher: Kogan Page
Publication: October 3, 2009
Imprint: Kogan Page
Language: English

Qualitative Research helps those who have limited experience of qualitative research, to become proficient buyers of research. It will enable buyers to commission QR with confidence; to choose a supplier, agree a methodology with the research agency, understand the process and end up with useful outputs which address the initial research issues. It will help train new practitioners in terms of the basics of qualitative research and it will also develop the knowledge and understanding of more experienced qualitative researchers. Qualitative researchexplores questions such as what, why and how, rather than how many or how much; it is primarily concerned with meaning rather than measuring. Understanding why individuals and groups think and behave as they do lies at the heart of qualitative research, and market research practitioners and students of market research will all benefit from this title.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Qualitative Research helps those who have limited experience of qualitative research, to become proficient buyers of research. It will enable buyers to commission QR with confidence; to choose a supplier, agree a methodology with the research agency, understand the process and end up with useful outputs which address the initial research issues. It will help train new practitioners in terms of the basics of qualitative research and it will also develop the knowledge and understanding of more experienced qualitative researchers. Qualitative researchexplores questions such as what, why and how, rather than how many or how much; it is primarily concerned with meaning rather than measuring. Understanding why individuals and groups think and behave as they do lies at the heart of qualitative research, and market research practitioners and students of market research will all benefit from this title.

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