Interviewing Groups and Individuals in Qualitative Market Research
β Scribed by Joanna Chrzanowska
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No coin nor oath required. For personal study only.
π SIMILAR VOLUMES
Too often interviewing is seen as simply a tool for data collection, while in reality it is a complex, subtle process that cannot be separated from the dynamic of the project or from the multiple and changing contexts of everyday life. In posing the question, βwhat is research for?β, <I>Interviewing
Juxtaposes, compares, and integrates the qualitative methods of marketing research with those of competitive intelligence.
The issue of quality in qualitative research is one that is often neglected. In <b>Managing Quality in Qualitative Research</b> attention is given to the fundamental question of how to define and assess the quality of research. Uwe Flick examines how to distinguish good research from bad research wh