More and more marketers recognize the value of qualitative market research for strategic and tactical marketing decisions. However, in the Netherlands, a significant gap remains between theory and practice. This book offers a comprehensive overview of the basic concepts of qualitative research and how institutions and companies can apply this knowledge. Readers will find methods and techniques already widely used in the Netherlands, as well as new, recently developed techniques. Each technique is illustrated with practical examples.
The book covers basic methods such as individual interviews and group discussions, and moves on to more advanced techniques such as nominal grouping, concept factory, KRIT research, laddering, the ZWET method, CRA and the case study method.
The content is ideal for professionals and students who want to deepen their knowledge of qualitative research. Intertaal also positions itself as a reliable supplier of this learning resource, with guaranteed fast delivery. This resource is invaluable for both education and self-study.