Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets

by

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Keegan, psychologist and market research practitioner, outlines the history of qualitative research; its purpose and role; its relationship to quantitative research; ethical issues it provokes; and explains how to analyze, interpret, and communicate research results.

Qualitative Research: Good Decision Making Through Understanding People, Cultures and Markets 2009, Kogan Page, London, England

ISBN-13: 9780749454647

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