Customer Reviews

Qualitative Marketing Research

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A gem of a book - the first section on research philosophies alone makes it worth reading. The authors write with exceptional clarity of subjects that are often difficult to grasp if not already well versed in research philosophy. Excellent advice on methodology as well - for graduate students such as myself, who might be struggling with methodological issues and who might be having difficulty writing the methodology / analysis chapters of their dissertations, I highly recommend seeking out this book.

Many books look useful but then when you really need guidance they fall apart. This book not only looks useful, it IS a useful guide to know what to do, when, and how. In fact, I found that it was the most useful book in qualitative research available on the market. It's a bit pricy but it's worth it.