TY  - BOOK
AU  - Sayre,Shay
TI  - Qualitative methods for marketplace research
SN  - 0761922709
AV  - HF5415.2. S29 2001
U1  - 658.83 
PY  - 2001///]
CY  - Thousand Oaks, Calif.
PB  - Sage
KW  - Marketing research
KW  - Methodology
N1  - Includes bibliographical references (pages 241-247) and index; Foreword --; Pt. I; Approaching Qualitative Methods --; 1; Why Qualitative Research? --; 2; Five Models of Qualitative Research --; 3; Applications of Qualitative Methods for Marketing --; Pt. II; Getting Ready to Research --; 4; Issues and Concerns --; 5; Designing a Study and Writing a Proposal --; Pt. III; Choosing a Research Model --; 6; History, Living Biography, and Self-Narrative --; 7; Using the Case Method --; 8; Phenomenology and Grounded Theory --; 9; Using an Ethnographic Approach --; Pt. IV; Data Collection: Techniques and Tools --; 10; Observation and Fieldwork --; 11; Ways of Knowing: Field Interviews --; 12; Ways of Knowing: Structured Interviews --; 13; Projective Techniques --; Pt. V; Text Analysis and Reporting --; 14; Analyzing Visual and Material Text --; 15; Analyzing Verbal Data --; 16; Writing Field Stories and Narrative Reports --; Resource A; Protocol for a Structured Interview --; Resource B; Protocol for Focus Group Discussion --; Resource C; Additional Text Recommendations by Chapter --; References --; Index --; About the Author
ER  -