Qualitative Research

Viac o knihe

Focusing on the essentials of qualitative research, this book equips readers with the skills to effectively commission and evaluate research projects. It guides inexperienced buyers in selecting suppliers and methodologies, while also enhancing the expertise of seasoned researchers. By emphasizing the exploration of meanings behind behaviors and thoughts, it serves as a vital resource for market research practitioners and students, ensuring they can address core research questions with confidence and clarity.