There are many books on research methods, which combine both quantitative and qualitative methods with a view to applying them to a multitude of contexts. However, until now, there has been a scarcity of books on qualitative research methodology that focus on the need of the critical market researcher whilst being firmly based on theory, offer the full range of qualitative methods with associated key representatives, and use a language that not only the academic researcher understands but also the practitioner. This book fills that gap, it adopts a critical approach that considers the relevance of qualitative marketing research in a whole variety of contexts, including commercial, but also research with social relevance. It provides information on mixed designs. The book highlights the need to be ethical throughout the whole process given the misuse of some approaches. The author uses diagrammatic representations to help develop the conceptual side of the arguments. This book is accessible and engaging and considers both academic and practical dimensions, introducing marketing and business researchers to the key concepts and issues in qualitative research, as well as providing enough practical direction to the professional marketer to enable them to develop a robust research design that is, at the same time, ethically sensitive.
