Qualitative Market Research

Best Practices in Qualitative Research guides the reader through a complete research project from the perspective of both user and practitioner. Hy Mariampolski's practical book meets the needs of several audiences by creating common ground in the applied practice of qualitative research. Section one begins with an overview of the history and philosophy behind the practice of qualitative research, discussing such figures as Max Weber, Sigmund Freud, Margaret Mead and Erving Goffman. The authors go on to explore: { using qualitative versus quantitative approaches { the organization of qualitative research { qualitative research applications (including product development, branding and advertising) { the varieties of qualitative research methods Section two looks at the management of qualitative research and discusses project management, planning and budgeting issues. Section three looks at group moderation and interviewing techniques. Section four addresses the whole area of collecting and analyzing qualitative data, including discussion of computer-assisted software methods, as well as research reporting. The book can be used as both a continuous teaching text and training manual; or individual sections may be consulted to enhance knowledge of 'best practices' and improve productivity in any specific research application.