Goodthinking - A Guide to Qualitative Research [ Good Thinking ] - Softcover

Gordon, Wendy

 
9781841160306: Goodthinking - A Guide to Qualitative Research [ Good Thinking ]
Softcover
ISBN 10: 184116030X ISBN 13: 9781841160306
Publisher: NTC Publications, 2009

Synopsis

Rare book

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About the Author

Wendy Gordon has a reputation as an innovative research practitioner and a sound thinker about the business of brands. After working for JWT, Market Research Africa, PepsiCo and Bill Schlackman, she formed The Research Business International, and has subsequently co-founded The Fourth Room, a strategic marketing consultancy.

From the Back Cover

Goodthinking is Wendy Gordon's personal guide to qualitative research theory, methods and practice, based on 30 years of experience in the field. This easy to read book charts the birth of qualitative research, its growth and subsequent maturity as a recognised component of the marketing toolbox. The main qualitative methods are reviewed, with a particular focus on group discussions and how best to use and moderate them. There are chapters on effective communication, projective techniques, models of thinking, advice on dealing with the pitfalls of stimulus material and positionings/propositions, lateral ways of brand management, and much more. This important book is required reading for everyone who practises or has a professional interest in qualitative research. It is a must-read for all those who commission and use qualitative research, particularly branding/marketing professionals and advertising agency account planners.

"About this title" may belong to another edition of this title.

Publisher
NTC Publications
Publication date
2009
Language
English
ISBN 10 
184116030X
ISBN 13 
9781841160306
Binding
Paperback
Number of pages
336