Sayre, Shay, <br/><br/>
Qualitative methods for marketplace research / 
Shay Sayre. 
 - xv, 255 pages :  illustrations ;  24 cm 
<br/><br/>Includes bibliographical references (pages 241-247) and index. 
<br/><br/> Foreword --  Approaching Qualitative Methods --  Why Qualitative Research? --  Five Models of Qualitative Research --  Applications of Qualitative Methods for Marketing --  Getting Ready to Research --  Issues and Concerns --  Designing a Study and Writing a Proposal --  Choosing a Research Model --  History, Living Biography, and Self-Narrative --  Using the Case Method --  Phenomenology and Grounded Theory --  Using an Ethnographic Approach --  Data Collection: Techniques and Tools --  Observation and Fieldwork --  Ways of Knowing: Field Interviews --  Ways of Knowing: Structured Interviews --  Projective Techniques --  Text Analysis and Reporting --  Analyzing Visual and Material Text --  Analyzing Verbal Data --  Writing Field Stories and Narrative Reports --  Protocol for a Structured Interview --  Protocol for Focus Group Discussion --  Additional Text Recommendations by Chapter --  References --  Index --  About the Author.  Pt. I.  1.  2.  3.  Pt. II.  4.  5.  Pt. III.  6.  7.  8.  9.  Pt. IV.  10.  11.  12.  13.  Pt. V.  14.  15.  16.  Resource A.  Resource B.  Resource C. 
<br/><br/><label>ISBN: </label>0761922709 9780761922704 0761922695 9780761922698 
<br/><br/><label>LCCN: </label>00012352 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research--Methodology
<br/><br/><label>LC Class. No.: </label>HF5415.2.  / S29 2001 
<br/><br/><label>Dewey Class. No.: </label>658.83