Interviewing groups and individuals in qualitative market research
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
London ; Thousand Oaks, Calif. :
Sage
c2002.
|
| Colección: | EBSCO Academic eBook Collection Complete.
Qualitative market research ; 2. |
| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b31533899*spi |
Tabla de Contenidos:
- Introduction. The inside story of a focus group
- The nature of qualitative market research interviewing
- Implicit and explicit theories about what qualitative market research interviewing can discover
- Implicit and explicit theories that have influenced the practice of qualitative market research
- The interviewing relationship
- Planning an interview or group discussion
- Interviewing skills
- Enhancing the interview with stimulus material and projective techniques
- 'Informed eclecticism' : choosing and using interviewing approaches.
