Interviewing groups and individuals in qualitative market research /

Interviewing in qualitative market research is a delicate balancing act. There are client and interviewer agendas to integrate, power relations to manage, many options for framing questions and choosing interventions, and a need for sensitivity to group dynamics. This book describes how all these pr...

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Bibliographic Details

Main Author:	Chrzanowska, Joanna
Format:	eBook
Language:	English
Published:	[Thousand Oaks, Calif.] : [SAGE], [2010]
Series:	Qualitative market research ; 2.
Subjects:	Interviewing in marketing research. Electronic books.
Online Access:	Connect to the full text of this electronic book