Qualitative Market Research: A Practitioner's and Buyer's Guide
Author:   Wendy Gordon ,  Roy Langmaid ,  Christopher Mills
Publisher:   Taylor & Francis Ltd
Edition:   New edition
ISBN:  

9780566051159


Pages:   288
Publication Date:   23 June 1988
Format:   Hardback
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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Qualitative Market Research: A Practitioner's and Buyer's Guide


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Full Product Details

Author:   Wendy Gordon ,  Roy Langmaid ,  Christopher Mills
Publisher:   Taylor & Francis Ltd
Imprint:   Gower Publishing Ltd
Edition:   New edition
Dimensions:   Width: 16.90cm , Height: 2.40cm , Length: 24.40cm
Weight:   0.768kg
ISBN:  

9780566051159


ISBN 10:   056605115
Pages:   288
Publication Date:   23 June 1988
Audience:   College/higher education ,  General/trade ,  Tertiary & Higher Education ,  General
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

Contents: Introduction; Problems and methodology; Planning and designing qualitative studies; Group discussions - philosophy, mechanics and process; Group dynamics; Interviewing - getting better; The individual 'depth' interview; Non-verbal communication; Projective and enabling techniques; One-way mirror; The interpretation of qualitative research; Recruitment; The presentation of qualitative research; Research with children; Research stimulus material; Qualitative and quantitative hybrid methodologies; Bibliography; Index.

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Author Information

Wendy Gordon and Roy Langmaid run successful qualitative research practices in London. They are also actively involved in the advertising and market research industries and teach and write on a broad range of contemporary issues in this field.

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