Interviewing groups and individuals in qualitative market research [electronic resource] / Joanna Chrzanowska.

By: Material type: TextTextSeries: Qualitative market research ; 2.Publication details: [Thousand Oaks, Calif. : SAGE], c2010.Description: 1 online resourceISBN:
  • 9781849209342 (ebook) :
  • 1849209340 (ebook) :
Uniform titles:
  • SAGE research methods online.
  • SAGE research methods online.
Subject(s): Additional physical formats: Print version: No titleDDC classification:
  • 658.83 CHR 22
LOC classification:
  • HF5415.2
Online resources: Available additional physical forms:
  • Also issued in print format.
Summary: Interviewing in qualitative market research is a delicate balancing act. There are client and interviewer agendas to integrate, power relations to manage, many options for framing questions and choosing interventions, and a need for sensitivity to group dynamics. This book describes how all these processes are managed.
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"SAGE research methods online."

Title from home page (viewed Jan. 18, 2011).

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Interviewing in qualitative market research is a delicate balancing act. There are client and interviewer agendas to integrate, power relations to manage, many options for framing questions and choosing interventions, and a need for sensitivity to group dynamics. This book describes how all these processes are managed.

Also issued in print format.

Mode of access: World Wide Web.

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