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Qualitative Methods for Marketplace Research, by Shay Sayre
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All key topics are covered including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. Borrowing techniques from anthropology, sociology, psychology, and communication, the book presents specific examples to illustrate how these techniques are adapted for marketplace research. Studies conducted by renowned scholars and practitioners guide readers through all the nuances of qualitative methods needed to develop, execute and analyze state-of-the-art marketplace studies.
- Sales Rank: #2584584 in Books
- Brand: Brand: SAGE Publications, Inc
- Published on: 2001-03-16
- Format: Abridged
- Original language: English
- Number of items: 1
- Dimensions: 9.18" h x .56" w x 6.02" l, .81 pounds
- Binding: Paperback
- 272 pages
- Used Book in Good Condition
Review
"Shay Sayre offers a rich and stimulating encounter. Her volume overflows with information, touching on the great array of ideas and methods available for conducting qualitative research. The practicality of her approach translates the most abstruse concepts into accessible actions. She has a distinctive, even laconic voice that cuts through the heart of her material. She gives the reader insight, examples, and the encouragement to experience the illumination that comes with trying out new ideas."�
(Sidney J. Levy)Most helpful customer reviews
4 of 4 people found the following review helpful.
In Plain English
By A Customer
This book is a gem because it simplifies the most complicated concepts so that students can use qualitative methods for research effectively. I couldn't have written my dissertation without this text and it's coaching style. I recommend it to anyone who wants a non-jargon approach to research design and analysis.
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