| Qualitative Methods for Marketplace Research Contributor(s): Sayre, Shay (Author) |
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ISBN: 0761922709 ISBN-13: 9780761922704 Publisher: Sage Publications, Inc OUR PRICE: $143.45 Product Type: Paperback - Other Formats Published: March 2001 Annotation: Qualitative Methods for Marketplace Research is the only text of its kind on the market today. Designed especially for students and practitioners, this book provides marketers, communicators and researchers with the effective data collection and analysis techniques. It explains how to use visual and verbal text as tools for understanding consumers and audiences in their natural environment as well as in controlled situations. 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. Essential for understanding text-based consumption behavior, this book is a must for anyone who will conduct marketplace research in the 21st century. |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - Research - Reference | Research - Business & Economics | Management - General |
| Dewey: 658.83 |
| LCCN: 00012352 |
| Physical Information: 0.56" H x 6.02" W x 9.18" (0.81 lbs) 272 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |