Qualitative market research is attracting a steady increase in interest. More and more marketers recognise the power of qualitative research which can be used as the basis of many important decisions concerning marketing policies.

Until now, very little has been written on the subject, even though the profession would benefit greatly from solid and reputable documentation about the whys and wherefors of qualitative research. This book can be seen as an effort to narrow the information gap by offering insight into the basics of qualitative research and its applications. It focuses on market research practice and offers the reader an opportunity to learn more about this kind of research. This is done by describing existing methods and techniques as well as describing some of the new techniques which are currently being developed.

Target group

This book is intended for students at college and university level as well as those who are active in the field of market research.

Author's information

Prof. Dr. Ko de Ruyter lectures in the Marketing and Market Research Department of the Faculty of Economics at the Maastricht University, The Netherlands. Drs. Norbert Scholl is an account director with the market research agency, Research International in Rotterdam.

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