An Introduction to Qualitative Market Research

The seven volumes of Qualitative Market Research: Principle and Practice provide complete coverage of qualitative market research practice. It offers commercial practitioners authoritative source texts for training and professional development, and provides academic students and researchers an account of qualitative research theory and practice in use today. Each book cross-references others in the series, but can also be used as a stand-alone resource on a key topic.

1 An Introduction to Qualitative Market Research. Mike Imms and Gill Ereaut

2 Interviewing Groups and Individuals in Qualitative Market Research. Joanna Chrzanowska

3 Methods Beyond Interviewing in Qualitative Market Research. Philly Desai

4 Analysis and Interpretation in Qualitative Market Research. Gill Ereaut

5 Developing Brands with Qualitative Market Research. John Chandler and Mike Owen

6 Developing Advertising with Qualitative Market Research. Judith Wardle

7 Delivering Results in Qualitative Market Research. Geraldine Lillis