Good Thinking: A Guide to Qualitative Research Review

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Good Thinking: A Guide to Qualitative Research ReviewThe Strategy of Desire (Classics in Communication and Mass Culture Series) is typical of the research trail that Gordon has explored back to the very roots of so-called 'qualitative' consumer research. Emergency reading for 'quants' in this field.
At One Big Idea Consulting Limited NZ., Gordon's historical overview is a key part of the Education & Training modules in every client's first 100-Day Action Project.

Professor Gordon's first book Qualitative Market Research: A Practitioner's and Buyer's Guide is also highly recommended for its forthright guidance for buyers of consumer research.
Not so easy itself to find, but worth paying the high price for a 'good' copy from an Amazon Used Seller. One incisive insight from Gordon will soon pay-off the book cost plus its S&H.Good Thinking: A Guide to Qualitative Research Overview

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