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" Qualitative research : "
Sheila Keegan.
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BL
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| Record Number
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964139
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| Doc. No
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b718509
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| Main Entry
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Keegan, Sheila.
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| Title & Author
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Qualitative research : : good decision making through understanding people, cultures and markets /\ Sheila Keegan.
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, ©2009.
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| Series Statement
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Market research in practice series
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| Page. NO
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1 online resource (xii, 260 pages) :: illustrations
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| ISBN
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0749454644
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: 0749458607
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: 1282395610
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: 6612395613
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: 9780749454647
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: 9780749458607
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: 9781282395619
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: 9786612395611
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9780749454647
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| Bibliographies/Indexes
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Includes bibliographical references (pages 252-256) and index.
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| Contents
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Market research: the big picture -- How 'qualitative' fits within the wider world of research -- The nature of qualitative research -- The business of qualitative research -- Research issues that call for qualitative methods -- Qualitative research methodologies -- Improving interviewing (and other) skills -- Research stimuli -- Projective techniques -- Consumer input to idea generation and development -- Designing a qualitative research project -- Managing a qualitative research project -- The 'hidden' processes of analysis and interpretation -- Communicating qualitative research outcomes -- Multi-country qualitative studies.
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| Abstract
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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.
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| Subject
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Marketing research.
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Qualitative research.
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BUSINESS ECONOMICS-- Marketing-- Research.
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Forskningsmetodik.
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Marketing research.
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Marketing.
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Marketingforschung.
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Marknadsundersökning.
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Qualitative Methode.
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Qualitative research.
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| Dewey Classification
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658.8/3
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| LC Classification
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HF5415.2.K36 2009eb
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