The world of commercial qualitative research reflects an emergent and exciting area of contemporary qualitative research which might not be all that familiar to academic qualitative researchers. Traditionally mentored in an oral and experiential fashion, the next generation of market qualitative researchers are benefiting from new books such as Sheila Keegan’s Qualitative Research: Good Decision Making through Understanding People, Cultures and Markets to learn how to address their clients’ needs for gaining insights into their customers’ perspectives. Academic-oriented qualitative researchers can also benefit from Keegan’s insights into this similar but different realm of qualitative inquiry
Qualitative Research, Market Research, Commercial Research, Analysis and Interpretation
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Recommended APA Citation
Chenail, R. J. (2009). Exploring Sheila Keegan’s World of Commercial Qualitative Research. The Qualitative Report, 14(4), 261-265. https://doi.org/10.46743/2160-3715/2009.2859