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Qualitative research is a powerful tool which plays a part in conducting marketing research into customer value analysis, branding and naming, new product launch, customer satisfaction and market segmentation, among other marketing areas. Its techniques include all types of focus groups, in depth one-one-one interviews, intercept studies and observational research. Because of its importance in determining buyer attitudes and beliefs it has been growing exponentially.

Sheila Keegan, psychologist and market research practitioner, outlines the history of qualitative research, its purpose...

Fear has become institutionalized in many organizations. Board directors are under pressure from shareholders. Senior executives are attempting to maintain sales in a nervous market, and many people are concerned about job security and maintaining their living standards.

In this book, Keegan uses a psychological approach to explain how fear manifests itself within organizations. She looks at how fear impacts the workforce and how, by reducing willingness to take risks, it can inhibit economic growth and innovation, at both an individual and corporate level.

She offers a...

Fear has become institutionalized in many organizations. Board directors are under pressure from shareholders. Senior executives are attempting to maintain sales in a nervous market, and many people are concerned about job security and maintaining their living standards.

In this book, Keegan uses a psychological approach to explain how fear manifests itself within organizations. She looks at how fear impacts the workforce and how, by reducing willingness to take risks, it can inhibit economic growth and innovation, at both an individual and corporate level.

She offers a...