Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets

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.

Author: Sheila Keegan
Publisher: Kogan Page
Published: 10/27/2009
Pages: 272
Binding Type: Paperback
Weight: 1.12lbs
Size: 9.18h x 6.20w x 0.78d
ISBN: 9780749454647

Review Citation(s):
Choice 04/01/2010
Reference and Research Bk News 02/01/2010 pg. 125

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.