A Practical Guide To Market Research - Chapter 5 - Introduction To Qualitative Research
Welcome to the audio serialisation of “A Practical Guide To Market Research” written by Paul Hague, Managing Director of B2B International.
This chapter covers:
• Qualitative research techniques and in particular focus groups, depth interviews and observation• How to use qualitative tools for exploring and evaluating concepts and ideas.
• The advantages and disadvantages of the different qualitative research tools.
• The role of the moderator in qualitative research and the techniques they use to get people to open up.
This is Paul’s first book not to be published traditionally in hard copy and will appeal to you if you have an interest in market research, you have a market research project to complete and need help with how to go about it, you are studying for a business degree and market research is part of your course or if you are taking the Market Research Society/City & Guilds Certificate in Market & Social Research. Whatever the case, we know that the knowledge shared within this book will help you succeed.
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