This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build stron

The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing ab

A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursui

'Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a -must-have-' - A