Volume 16, Issue 2

Abstract

Methods and techniques in qualitative research

Methods and techniques in qualitative research

Qualitative market research has evolved into a serious and respected profession. This article gives an overview of the methods and techniques used in contemporary market research and when and why these techniques are applied.

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/content/journals/10.5117/2011.016.002.006
2011-06-01
2024-03-28
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http://instance.metastore.ingenta.com/content/journals/10.5117/2011.016.002.006
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Keyword(s): qualitative interview,focus groups,elicitation and projective techniques,innovative methods

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