Qualitative Market Research: A Practitioner's and Buyer's Guide
Journal of Marketing ResearchPublished 1 February 1990
Ellen Day, Wendy Gordon, Roy Langmaid
Citations193
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
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.
Keywords
Decision Sciences