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

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Kogan Page Publishers, Oct 3, 2009 - Business & Economics - 272 pages
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.
 

Contents

Introduction
1
the big picture
3
2 How qualitative fits within the wider world of research
11
3 The nature of qualitative research
18
4 The business of qualitative research
27
5 Research issues that call for qualitative methods
37
6 Qualitative research methodologies
71
7 Improving interviewing and other skills
102
10 Consumer input to idea generation and development
166
11 Designing a qualitative research project
177
12 Managing a qualitative research project
188
13 The hidden processes of analysis and interpretation
203
14 Communicating qualitative research outcomes
230
15 Multicountryqualitative studies
245
References
252
Index
257

8 Research stimuli
125
9 Projective techniques
143

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About the author (2009)

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.

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