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Qualitative Methods for Marketplace Research by Shay Sayre

Qualitative Methods for Marketplace Research

by Shay Sayre
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Book cover type: Paperback
  • ISBN13: 9780761922704
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Sage Publications, Inc
  • Publisher Imprint: Sage Publications, Inc
  • Publication Date:
  • Pages: 272
  • Original Price: USD 199.0
  • Language: English
  • Edition: Abr
  • Item Weight: 368 grams
  • BISAC Subject(s): Marketing / Research

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.

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