Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets (Market Research in Practice) [Paperback]

This is a must-read for any one involved in buying, using or practicing qualitative research in either an academic or a commercial context. It is concise and most importantly it is up to date. It s simple and yet manages to educate and inform those new to the discipline as well as reminding old hands about key principles. Sheila's book gently guides rather than lectures and brings qualitative research thinking to life through the use of International case histories. Don't hesitate. --Wendy Gordon, Qualitative Researcher

Qualitative Research looks at the different theoretical models within which qualitative research operates, explores the strengths and weaknesses of qualitative research for different business problems, and examines how to define what to expect from the outcomes and how to apply them in a business context.

Qualitative Research helps those who have limited experience of qualitative research, to become proficient buyers of research. It will enable buyers to commission QR with confidence; to choose a supplier, agree a methodology with the research agency, understand the process and end up with useful outputs which address the initial research issues. It will help train new practitioners in terms of the basics of qualitative research and it will also develop the knowledge and understanding of more experienced qualitative researchers. Qualitative research explores questions such as what, why and how, rather than how many or how much; it is primarily concerned with meaning rather than measuring. Understanding why individuals and groups think and behave as they do lies at the heart of qualitative research, and market research practitioners and students of market research will all benefit from this title.

Dr Sheila Keegan is a Chartered Psychologist and has a doctorate in Organisational Change. In 1983, she co-founded Campbell Keegan Ltd, a business psychology consultancy working in the private and public sectors. A qualitative researcher for more than 25 years, she helps clients to make better decisions in the areas of business strategy, social policy and organisational change management. She is a Fellow of the Market Research Society and a Fellow of Bath Business School.