Qualitative Research: Good Decision Making through Understanding People, Cultures and Markets（Market Research in Practice）定性研究：通过了解人、文化和市场做出良好决策（实践中的市场研究丛书货号TJ）

作者: Sheila Keegan
出版社: Kogan Page
ISBN: 9780749454647
出版时间: 2010
版次: 1
印刷时间: 2010

印次: 1
装帧: 平装
开本: 23.5*15.8
纸张: 胶版纸
页数: 272页

作者: Sheila Keegan
出版社: Kogan Page
ISBN: 9780749454647
出版时间: 2010

版次: 1
印刷时间: 2010
印次: 1
装帧: 平装

开本: 23.5*15.8
纸张: 胶版纸
页数: 272页

售价 190.00

定价￥39.95

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上书时间2023-07-30

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商品分类：

经济

货号：

TJ1490-J079-E606

商品描述：

本书原定价39.95美元，净重500克，馆藏。【图书分类：经济 > 贸易经济 > 国内贸易经济 > 商品流通与市场 > 市场】Qualitative research is a powerful tool which plays a part in conducting marketing research into customer value analysis, branding and naming, new product launch, customer satisfaction and market segmentation, among other marketing areas. Its techniques include all types of focus groups, in depth one-one-one interviews, intercept studies and observational research. Because of its importance in determining buyer attitudes and beliefs it has been growing exponentially.

Sheila Keegan, psychologist and market research practitioner, outlines the history of qualitative research, its purpose and role, its relationship to quantitative research, ethical issues it provokes, and how to analyze, interpret, and communicate research results.  She presents different theoretical models within which qualitative research operates and uses case studies to show how these frameworks differ between the UK, Europe, the US and other countries.

Table of Contents：
1.         Market research: the big picture
2.         How ‘qualitative’ fits within the wider world of research
3.         The nature of qualitative research
4.         The business of qualitative research
5.         Research issues that call for qualitative methods
6.         Qualitative research methodologies
7.         Improving interviewing (and other) skills
8.         Research stimuli
9.         Projective techniques
10.       Consumer input to idea generation and development
11.       Designing a qualitative research project
12.       Managing a qualitative research project
13.       The ‘hidden’ processes of analysis and interpretation
14.       Communicating qualitative research outcomes
15.       Multi-country qualitative studies

Review：
"[A] superb blend of theoretical underpinnings combined with the basics of good practice.... Highly recommended." - Choice

"[D]elivers a thorough, lucid description of the role of qualitative research in business, outlines techniques used to access respondents' psyche, and how data can be tranformed into a coherent insight into the consumer's world." -- supplymanagement.com

"I wholeheartedly recommend Keegan's Qualitative Research... for anyone wanting to learn the fascinating world of commercial qualitative research." -- The Weekly Qualitative Report

About the Author：
Sheila Keegan is a Founding Partner of Campbell Keegan Ltd, a consulting firm that uses qualitative research methods to help businesses with change management and communication.
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