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Qualitative Research

Qualitative Research

Good Decision Making Through Understanding People, Cultures and Markets

Sheila Keegan

From £20.79

Qualitative Research looks at the different theoretical models within which qualitative research operates, explores the strengths and weaknesses of qualitative research for different business problems, and examines how to define what to expect from the outcomes and how to apply them in a business context.

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About the book

Qualitative Research helps those who have limited experience of qualitative research, to become proficient buyers of research. It will enable buyers to commission QR with confidence; to choose a supplier, agree a methodology with the research agency, understand the process and end up with useful outputs which address the initial research issues. It will help train new practitioners in terms of the basics of qualitative research and it will also develop the knowledge and understanding of more experienced qualitative researchers. Qualitative research explores questions such as what, why and how, rather than how many or how much; it is primarily concerned with meaning rather than measuring. Understanding why individuals and groups think and behave as they do lies at the heart of qualitative research, and market research practitioners and students of market research will all benefit from this title.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: Market research: the big picture;
    • Chapter - 02: How ‘qualitative’ fits within the wider world of research;
    • Chapter - 03: The nature of qualitative research;
    • Chapter - 04: The business of qualitative research;
    • Chapter - 05: Research issues that call for qualitative methods;
    • Chapter - 06: Qualitative research methodologies;
    • Chapter - 07: Improving interviewing (and other) skills;
    • Chapter - 08: Research stimuli;
    • Chapter - 09: Projective techniques;
    • Chapter - 10: Consumer input to idea generation and development;
    • Chapter - 11: Designing a qualitative research project;
    • Chapter - 12: Managing a qualitative research project;
    • Chapter - 13: The ‘hidden’ processes of analysis and interpretation;
    • Chapter - 14: Communicating qualitative research outcomes;
    • Chapter - 15: Multi-country qualitative studies


Keegan has produced an excellent text for those who are new to qualitative research, providing an engaging insight into where it fits, how it works and the difference it can, and should, make to the decision making process. Sold!
International Journal of Market Research

This book needs to be in the library of every student of qualitative research and of every junior researcher. It also offers many new ways of thinking to those who have been around the industry for many years.
Qualitative Research Consultants Association

Keegan's book ... will become a staple text for any introductory course on qualitative market research or an illuminative primer for anyone wishing to take a behind-the scenes journey to this exciting and expanding world of qualitative inquiry.
Dr Ronald J. Chenail, Nova Southeastern University

Highly recommended. General readers, upper-division undergraduate and graduate students, researchers/faculty, and practitioners.
Choice Association of College and Research Libraries

Book Details

About the Author

Dr Sheila Keegan is a Chartered Psychologist and has a doctorate in Organisational Change. In 1983, she co-founded Campbell Keegan Ltd, a business psychology consultancy working in the private and public sectors. A qualitative researcher for more than 25 years, she helps clients to make better decisions in the areas of business strategy, social policy and organisational change management. She is a Fellow of the Market Research Society and a Fellow of Bath Business School.

Sheila Keegan

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