"It will be essential reading for anyone involved with qualitative market research."

--David Barr, Director General of the Market Research Society

"An ideal resource for people aiming for a qualitative market research career, for academics interested to know more about an important field of application for qualitative research methods, or for those who are already engaged in the field and who wish to update their skills and reflect on their practice and profession."

--Nigel Fielding, University of Surrey

Qualitative Market Research is a landmark...