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Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets (Market Research in Practice) Paperback – 10 Jan 2009

5.0 out of 5 stars 1 customer review

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Product details

  • Paperback: 272 pages
  • Publisher: Kogan Page; 1 edition (10 Jan. 2009)
  • Language: English
  • ISBN-10: 0749454644
  • ISBN-13: 978-0749454647
  • Product Dimensions: 15.2 x 2 x 22.9 cm
  • Average Customer Review: 5.0 out of 5 stars 1 customer review
  • Amazon Bestsellers Rank: 703,568 in Books (See Top 100 in Books)
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Product description


"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)

Book Description

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
Format: Paperback
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