'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 offers a comprehensive guide to qualitative market research, detailing the entire research process from both user and practitioner perspectives. It begins with the history and philosophy of qualitative methods, followed by practical applications in areas like product development and branding. The management of qualitative research is addressed, covering project planning and budgeting. Additionally, it delves into group moderation and interviewing techniques, and concludes with data collection and analysis, including the use of computer-assisted software for reporting.