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Goodthinking - A Guide to Qualitative Research [ Good Thinking ] Paperback – 1 Jul 1999

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Product details

  • Paperback: 336 pages
  • Publisher: NTC Publications (1 July 1999)
  • Language: English
  • ISBN-10: 184116030X
  • ISBN-13: 978-1841160306
  • Package Dimensions: 25.7 x 19.3 x 1.8 cm
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: 640,570 in Books (See Top 100 in Books)
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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.

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Amazon.com: 5.0 out of 5 stars 3 reviews
Charles Chawton
5.0 out of 5 starsAccessible 'how to' guide to commercial qualitative research.
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