Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets (Market Research in Practice) Paperback – 10 Jan 2009
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"Keegan has produced an excellent text for those who are new to qualitative research, providing an engaging insight into where it fits, how it works and the difference it can, and should, make to the decision making process. Sold!" (International Journal of Market Research)
"This book needs to be in the library of every student of qualitative research and of every junior researcher. It also offers many new ways of thinking to those who have been around the industry for many years." (Qualitative Research Consultants Association)
"Keegan's book ... will become a staple text for any introductory course on qualitative market research or an illuminative primer for anyone wishing to take a behind-the scenes journey to this exciting and expanding world of qualitative inquiry." (Dr Ronald J. Chenail, Nova Southeastern University)
"Highly recommended. General readers, upper-division undergraduate and graduate students, researchers/faculty, and practitioners." (Choice Association of College and Research Libraries)
Enhanced by an international perspective (including the burgeoning research markets in Asia)
Qualitative research is growing in importance - commercial qualitative market research has seen exponential growth in the last 29 years (estimates suggest an industry of $2-3 billion per annum worldwide (Imms & Ereaut 2002))
The use of qualitative methodologies within government departments and as part of change programmes within companies has dramatically increased.
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19 January 2010
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. Its 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.