Review: Margaret A. Morrison, Eric Haley, Kim Bartel Sheehan & Ronal E. Taylor (2002). Using Qualitative Research in Advertising: Strategies, Techniques, and Applications / Shay Sayre (2001). Qualitative Methods for Marketplace Research
The review discusses two books, both covering very similar contents and addressing more or less the same audience. The book by SAYRE is about the use of qualitative method in marketplace research in general and is aimed at marketing students and practitioners; the book by MORRISON, HALEY, SHEEHAN an...
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| Format: | Article |
| Language: | deu |
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FQS
2004-01-01
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| Series: | Forum: Qualitative Social Research |
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| Online Access: | http://www.qualitative-research.net/index.php/fqs/article/view/629 |