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

Author Bio(s)

Dr. Ronald J. Chenail is the Co-Editor of The Qualitative Report and The Weekly Qualitative Report at Nova Southeastern University (NSU). He also serves as the Vice President of Institutional Effectiveness and Director of NSU’s Graduate Certificate in Qualitative Research. He can be contacted at 3301 College Avenue, Fort Lauderdale, FL 33314-7796 USA; Telephone: 954.262.5389; Fax: 954.262.3970; E-mail: ron@nova.edu.

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Creative Commons Attribution-Noncommercial 4.0 License
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Original volume and issue number from The Qualitative Weekly, an offshoot publication of The Qualitative Report which has been folded into the primary journal: Volume 2, Issue 45


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