Qualitative research in action
著者
書誌事項
Qualitative research in action
E. Arnold, 1989
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Qualitative research now forms a significant sector of the market research business in the UK. It has developed out of the psychology and social science disciplines. This work is intended to be an introduction manual and covers theory and methods as well as interviewing techniques. The book pays special attention to analysis and interpretation of data with a presentation of findings.
目次
- The life history of a qualitative research project
- an historical perspective
- group discussions
- the dynamics of small groups
- individual interviews
- projective tests and enabling techniques for use in market research
- current developments in qualitative research
- the analysis and interpretation process
- its not just what you say, its also the way you present it
- uses and abuses of qualitative research from a marketing viewpoint.
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