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...
| Main Author: | |
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| Format: | eBook |
| Language: | English |
| Published: |
[Thousand Oaks, Calif.] :
[SAGE],
[2010]
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| Series: | Qualitative market research ;
2. |
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | 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 processes are managed. |
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| Item Description: | "SAGE research methods online." Title from home page (viewed Jan. 18, 2011). Electronic resource. |
| Physical Description: | 1 online resource. Also issued in print format. |
| Format: | Mode of access: World Wide Web. System requirements: Internet Explorer 6.0 (or higher) Firefox 2.0 (or higher). Available as searchable text in HTML format. |
| Bibliography: | Includes bibliographical references. |
| ISBN: | 9781849209342 (ebook) : |