Qualitative Methods for Consumer Research: The Value of the Qualitative Approach in Theory and Practice - Bjorner, Thomas
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The book is a very helpful tool when seeking guidance as to which qualitative methods should be used in Consumer Research. The book presents a range of essential topics for validly and reliably using qualitative methods, with a focus on consumer research.

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The book is a very helpful tool when seeking guidance as to which qualitative methods should be used in Consumer Research. The book presents a range of essential topics for validly and reliably using qualitative methods, with a focus on consumer research.