Interviewing groups and individuals in qualitative market research /

Annotation

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Chrzanowska, Joanna
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; Thousand Oaks, Calif. : Sage, ©2002.
Colección:Qualitative market research ; 2.
Temas:
Interviewing in marketing research.
Qualitative research.
Entretiens (Marketing)
Recherche qualitative.
BUSINESS & ECONOMICS > Marketing > Research.
Interviewing in marketing research
Qualitative research
Marktonderzoek.
Interviewen.
Interview.
Recherche en marketing.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Introduction. The inside story of a focus group
  • The nature of qualitative market research interviewing
  • Implicit and explicit theories about what qualitative market research interviewing can discover
  • Implicit and explicit theories that have influenced the practice of qualitative market research
  • The interviewing relationship
  • Planning an interview or group discussion
  • Interviewing skills
  • Enhancing the interview with stimulus material and projective techniques
  • 'Informed eclecticism' : choosing and using interviewing approaches.

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