Mediterranean College

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Marketing Research / Qualitative Methods for the Marketing Professional

Contributor(s): Material type: TextPublication details: Probus Publishing Company, 1988Description: 238ISBN:
  • 917253892
Summary: This extraordinary work focuses on the qualitative, intuitive approaches to market research and shows how they can be integrated with the more numbers-oriented methods to produce a fuller, richer understanding of the consumer. Preface, Setting the Stage, Integrating Research Techniques, Group Interviewing, Depth Interviewing, Projective Methods, Managing Qualitative Research, Index.
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This extraordinary work focuses on the qualitative, intuitive approaches to market research and shows how they can be integrated with the more numbers-oriented methods to produce a fuller, richer understanding of the consumer. Preface, Setting the Stage, Integrating Research Techniques, Group Interviewing, Depth Interviewing, Projective Methods, Managing Qualitative Research, Index.

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