This introduction to the field of qualitative market research follows a complete research project from the perspective of both user and practitioner. After an overview of the history and philosophy behind the practice of qualitative research, chapters outline the range of qualitative research applications and evaluate methods of project management and data analysis. Later chapters give information on careers in the field. An appendix contains sample letters, forms, and dialogues. Useful as a text for advanced undergraduate and graduate students taking courses in marketing, management, and business.
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