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

KEEGAN, Sheila

Couverture souple

ISBN 10 : 0749454644 ISBN 13 : 9780749454647

Editeur : Kogan Page, 2009

Synopsis

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.

A propos du livre

À propos de l'auteur

Dr Sheila Keegan is a Chartered Psychologist and has a doctorate in Organisational Change. In 1983, she co-founded Campbell Keegan Ltd, a business psychology consultancy working in the private and public sectors. A qualitative researcher for more than 25 years, she helps clients to make better decisions in the areas of business strategy, social policy and organisational change management. She is a Fellow of the Market Research Society and a Fellow of Bath Business School.

Détails de l'édition

• Éditeur: Kogan Page
• Date d'édition: 2009
• Langue: anglais
• ISBN 10: 0749454644
• ISBN 13: 9780749454647
• Reliure: Broché
• Nombre de pages: 272
• Coordonnées du fabricant: non disponible
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