The Essential Brand Book: Over 100 Techniques To Increase Brand Value - Softcover

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Qualitative Research Methods is based on the authors' highly successful multidisciplinary qualitative methods workshops, which have been conducted for over a decade. In this book the authors propose a 'qualitative research cycle' that leads students through the selection of appropriate methods, the collection of data and the transformation of findings into a finished project. It provides a clear explanation of the nature of qualitative research and its key concepts. Topics covered include:

o formulating qualitative research questions

o ethical issues

o in-depth interviews

o focus group discussions

o observation

o coding

o data analysis

o writing up qualitative research

This text is ideal for any students taking a qualitative methods course or producing a qualitative research project at undergraduate or graduate level. It is illustrated throughout with case studies and field examples from a range of international contexts. The practical techniques are also accompanied by the author's own research tools including interview guides, real coded data and comprehensive research checklists.

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