Good Thinking: A Guide to Qualitative Research

by Wendy Gordon

Goodthinking is Wendy Gordon’s personal guide to qualitative research theory, methods and practice based on 30 years experience in the field. This easy-to-read book charts the birth of qualitative research, its growth and subsequent maturity as a recognised component of the marketing toolbox. It also provides valuable insights into how the author’s thinking about qualitative research has evolved in response to the changing demands of the marketplace. The main qualitative methods are reviewed, with a particular focus on group discussions and how best to use and moderate them. There are also chapters on effective communication, projective techniques, models of thinking, advice on dealing with the pitfalls of stimulus material and positionings/propositions, lateral ways of dealing with brand development, and much more. This important book is required reading for everyone who practices or has a professional interest in qualitative research. It is also a must-read for all those who commission and use qualitative research, particularly branding and marketing professionals and advertising agency account planners.

Genres: Nonfiction

336 pages, Paperback

First published August 1, 1999

Reviews

[Sara · Rating 5 out of 5]

Unbeatable practitioner and trainer's guide to qualitative research.

[CLARISSA · Rating 5 out of 5]

Teasha

[Keynan Soendojo · Rating 5 out of 5]

One of the best practical books for every marketer in my opinion. I'm very satisfied with the content and I really like the Author writing style (The Author is very honest and generous about sharing Her professional experiences in the book), easy to understand and very practical.

This book will make your way of thinking more critical, especially in designing a strategy.

[Amanda Rollins · Rating 5 out of 5]

A great intro into the world of qualitative research and the theory behind it.