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Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets (Market Research in Practice), by Sheila Kee
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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 research explores 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.
- Sales Rank: #1926789 in eBooks
- Published on: 2009-10-03
- Released on: 2009-10-03
- Format: Kindle eBook
Review
"[A] superb blend of theoretical underpinnings combined with the basics of good practice.... Highly recommended." - Choice
"[D]elivers a thorough, lucid description of the role of qualitative research in business, outlines techniques used to access respondents' psyche, and how data can be tranformed into a coherent insight into the consumer's world." -- supplymanagement.com
"I wholeheartedly recommend Keegan's Qualitative Research... for anyone wanting to learn the fascinating world of commercial qualitative research." -- The Weekly Qualitative Report
About the Author
Sheila Keegan is a Founding Partner of Campbell Keegan Ltd, a consulting firm that uses qualitative research methods to help businesses with change management and communication.
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