 Trade In this Item for up to £10.75
Get an extra £5 when you trade in books worth £10 or more until June 30, 2012. Trade in Goodthinking - A Guide to Qualitative Research [ Good Thinking ] for an Amazon.co.uk gift card of up to £10.75, which you can then spend on millions of items across the site. Trade-in values may vary (terms apply). Find more products eligible for trade-in.
|
Frequently Bought Together
Product details
|
Product Description
From the Back Cover
Goodthinking is Wendy Gordon's personal guide to qualitative research theory, methods and practice, based on 30 years of experience in the field. This easy to read book charts the birth of qualitative research, its growth and subsequent maturity as a recognised component of the marketing toolbox. The main qualitative methods are reviewed, with a particular focus on group discussions and how best to use and moderate them. There are chapters on effective communication, projective techniques, models of thinking, advice on dealing with the pitfalls of stimulus material and positionings/propositions, lateral ways of brand management, and much more. This important book is required reading for everyone who practises or has a professional interest in qualitative research. It is a must-read for all those who commission and use qualitative research, particularly branding/marketing professionals and advertising agency account planners.
About the Author
Wendy Gordon has a reputation as an innovative research practitioner and a sound thinker about the business of brands. After working for JWT, Market Research Africa, PepsiCo and Bill Schlackman, she formed The Research Business International, and has subsequently co-founded The Fourth Room, a strategic marketing consultancy.
Tags Customers Associate with This Product(What's this?)Click on a tag to find related items, discussions, and people.
|
Sell a Digital Version of This Book in the Kindle Store
If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store.
Learn more
What Other Items Do Customers Buy After Viewing This Item?
Customer Reviews
There are no customer reviews yet on Amazon.co.uk.
5 star
4 star
3 star
2 star
1 star
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
1 review
0 of 1 people found the following review helpful
MASTER CLASS MATERIAL FOR EXPERIENCED EXPERTS
28 Aug 2007
Format:Paperback
The Strategy of Desire (Classics in Communication and Mass Culture Series) is typical of the research trail that Gordon has explored back to the very roots of so-called 'qualitative' consumer research. Emergency reading for 'quants' in this field.
At One Big Idea Consulting Limited NZ., Gordon's historical overview is a key part of the Education & Training modules in every client's first 100-Day Action Project.
Professor Gordon's first book Qualitative Market Research: A Practitioner's and Buyer's Guide is also highly recommended for its forthright guidance for buyers of consumer research.
Not so easy itself to find, but worth paying the high price for a 'good' copy from an Amazon Used Seller. One incisive insight from Gordon will soon pay-off the book cost plus its S&H.
At One Big Idea Consulting Limited NZ., Gordon's historical overview is a key part of the Education & Training modules in every client's first 100-Day Action Project.
Professor Gordon's first book Qualitative Market Research: A Practitioner's and Buyer's Guide is also highly recommended for its forthright guidance for buyers of consumer research.
Not so easy itself to find, but worth paying the high price for a 'good' copy from an Amazon Used Seller. One incisive insight from Gordon will soon pay-off the book cost plus its S&H.
Was this review helpful?
Let us know
Listmania!
Look for similar items by category
Look for similar items by subject
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
|
