Interviewing Groups and Individuals in Qualitative Market Research

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SAGE, Jul 18, 2002 - Social Science - 172 pages
'Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a -must-have-' - Admap 'this is one of the best texts on the subject I've come across and I did find some of the content truly inspirational' - Mick Williamson, Creative Director, TRBI for in Brief magazine 'It will be essential reading for anyone involved with qualitative market research' - David Barr, Director General of the Market Research Society 'An ideal resource for people aiming for a qualitative market research career, for academics interested to know more about an important field of application for qualitative research methods, or for those who are already engaged in the field and who wish to update their skills and reflect on their practice and profession' - Nigel Fielding, University of Surrey Qualitative Market Research is a landmark publishing event. The seven volumes provide, for the first time, complete coverage of qualitative market research practice, written by experienced practitioners, for both a commercial and academic audience. The set fills two important market gaps: it offers commercial practitioners authoritative source texts for training and professional development; and provides students and researchers with an account of qualitative research theory and practice in use today. Each book cross-references others in the series, but can also be used as a stand-alone resource on a key topic. The seven books have been carefully structured so as to be completely accessible in terms of language, use of jargon and assumed knowledge. Experienced market researchers will find the tools to help them critically evaluate their own work. Those new to market research will be provided with a complete map of qualitative market research theory and practice (including brands and advertising theory) and the stimulation to discuss and learn more with tutors and practitioners. Qualitative Market Research will be an invaluable resource for academic and professional libraries, commercial market researchers, as well as essential reading for students in market research, marketing and business studies.

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The Inside Story of a Focus Group
2 The Nature of Qualitative Market Research Interviewing
3 Implicit and Explicit Theories about what Qualitative Market Research Interviewing Can Discover
4 Implicit and Explicit Theories that have Influenced the Practice of Qualitative Market Research
5 The Interviewing Relationship
6 Planning an Interview or Group Discussion
7 Interviewing Skills
8 Enhancing the Interview with Stimulus Material and ProjectiveTechniques
Choosing and Using Interviewing Approaches

Common terms and phrases

About the author (2002)


Joanna is a full time trainer and coach in qualitative market research methods - face to face interviewing, collaborative, observational and online. From quick overviews to advanced level training - backed up by an online resource for training

'Joanna's flexible approach to the training was very refreshing'
'It was a hugely professionally run course, both informative and enjoyable. I feel I understand the issues and the methodology.'
'Excellent course for anyone in the business who will be moderating groups. This course teaches skills and cultivates confidence.'
'Fabulous experience – some great, transferable skills.'
'Intensive but enjoyable, well paced, well thought through.'

A psychologist and lifelong qualitative researcher, Joanna works to maintain high standards in the industry by providing training in research and workshop techniques to both research and client organisations.

She is an in-house trainer for MRS, contributes to a number of AQR courses, is a partner in Electric Learning with John Griffiths, is an examiner for the Advanced Certificate in Market and Social Research, and has written a book on Interviewing in Market Research.

Joanna is a leading proponent of the wise use and understanding of online qualitative methods.

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