Ereaut G. An Introduction to Qualitative Market Research 2002

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Textbook in PDF format

Introduction: What is Qualitative Market Research?
Characteristics of Qualitative Market Research as a Commercial Practice
What Do Organisations Get from Qualitative Market Research?
What Does the Qualitative Market Research Industry Look Like?
Defining the Problem and Designing the
How Local and International Qualitative Market Research Projects Work
Ethics and Professional Standards
Sources of Further Information on Qualitative Market Research
Bibliography
Index

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