Qualitative research : good decision making through understanding people, cultures and markets / Sheila Keegan.
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...
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London ; Philadelphia :
|Series:||Market research in practice series.
HF5415.2 .K36 2009eb