'Ethnography for Market Research' provides a comprehensive step-by-step guide for planning and executing consumer studies that lead to innovations in products, services, and communications.
The book explores qualitative market research through a comprehensive project framework, catering to both users and practitioners. It begins with the historical and philosophical foundations of qualitative research and its applications in areas like product development and branding. The management aspects, including project planning and budgeting, are examined, followed by techniques for group moderation and interviewing. Finally, it addresses data collection and analysis, incorporating modern computer-assisted methods and research reporting, making it a valuable resource for enhancing research practices.