دانلود کتاب An Introduction to Qualitative Market Research

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Contents......Page 6
Acknowledgements......Page 8
Editorial Introduction......Page 9
About this Book......Page 15
1 Introduction: What is Qualitative Market Research?......Page 17
2 Characteristics of Qualitative Market Research as a Commercial Practice......Page 28
3 What Do Organisations Get from Qualitative Market Research?......Page 47
4 What Does the Qualitative Market Research Industry Look Like?......Page 73
5 Defining the Problem and Designing the Project......Page 86
6 How Local and International Qualitative Market Research Projects Work......Page 118
7 Ethics and Professional Standards......Page 134
Appendix: Sources of Further Information on Qualitative Market Research......Page 142
Bibliography......Page 146
Index......Page 149