Böcker av Hy Mariampolski

Qualitative Market Research follows through a complete research project from the perspective of both user and practitioner. In this respect, it can be used as both a continuous teaching text and training manual, or individual sections may be consulted to enhance knowledge of `best practices' and improve productivity in any specific research application.

Provides a step-by-step guide for planning and executing consumer studies that lead to innovations in products, services, and communications. The author provides real-world examples, used successfully for over 15 years at his own company, to set standards for practices in planning, managing, executing, and generating strategic insights.