'Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a -must-have-' - A

'Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a -must-have-' - A

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build stron

As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date marke

This text guides the reader through a research project from the perspective of both user and practitioner. It meets the needs of several audiences by creating c