Qualitative research : good decision making through understanding people, cultures and markets / Sheila Keegan.

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 on...

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Bibliographic Details
Main Author: Keegan, Sheila.
Format: Book
Published: London ; Philadelphia : Kogan Page, 2009.
Series:Market research in practice series.

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