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Keegan, Sheila

Qualitative research : good decision making through understanding people, cultures and markets / Sheila Keegan - xii, 260 p. - Market Research in Practice. .

Includes bibliographical references and index.

Market research. the big picture. The nature of qualitative research. Research issues that call for qualitative methods. Improving interviewing (and other) skills. Projective techniques. Consumer input to idea generations and development. Designing a qualitative reseach project. Communicating qualitative research outcomes. Multi-country qualitative studies.

ISBN: 9780749454647

Subjects--Topical Terms:
INVESTIGACIONES CUALITATIVAS
MERCADEO--INVESTIGACIONES

Dewey Class. No.: 658.83 / K262Q