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Interviewing in qualitative market research is a delicate balancing act. There are client and interviewer agendas to integrate, power relations to manage, many options for framing questions and choosing interventions, and a need for sensitivity to group dynamics. This book describes how all these processes are managed.

Interviewing in marketing research.

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This publication outlines the history of interviewing within social science and market research, and the classic characteristics of qualitative market research interviews and group discussions.

Interviewing in marketing research. --- Marketing research.

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Interviewing in marketing research --- Marketing research --- Market research --- Marketing --- Markets --- Research --- Research, Industrial --- Interviewing in marketing research. --- Marketing research. --- Qualitative research. --- Qualitative research --- Qualitative analysis (Research) --- Qualitative methods (Research)

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Interviewing in marketing research --- Interviewing --- Interviewing in sociology --- Employees --- Marketing --- Entretiens --- Entretiens en sociologie --- Entretiens professionnels --- Rating of. --- Recherche.