Cover Image

Qualitative market research : principle and practice /

Bibliographic Details
Other Authors: Ereaut, Gill, Imms, Mike, Callingham, Martin
Format: Book
Language:English
Published: London : SAGE, 2002.
Subjects:
Marketing research.
Qualitative research.
Table of Contents:
  • 1. Introduction to qualitative market research /Mike Imms, Gill Ereaut
  • 2. Interviewing groups and individuals in qualitative market research / Joanna Chrzanowska
  • 3. Methods beyond interviewing in qualitative market research / Philly Desai
  • 4. Analysis and interpretation in qualitative market research / Gill Ereaut.
  • 5. Developing brands with qualitative market research / Jon Chandler, Mike Owen
  • 6. Developing advertising with qualitative market research /Judith Wardle
  • 7. Delivering results in qualitative market research / Geraldine Lillis.