Introduction to Qualitative Research Methods: A Guidebook and Resource - Hardcover

Taylor, Steven J.; Bogdan, Robert; DeVault, Marjorie L.

Hardcover

ISBN 10: 1118767217 ISBN 13: 9781118767214

Publisher: Wiley, 2015

Synopsis

An informative real-world guide to studying the "why" of human behavior

Introduction to Qualitative Research Methods is a practical, comprehensive guide to the collection and presentation of qualitative data. Unique in the market, this book describes the entire research process ― from design through writing ― illustrated by examples of real, complete qualitative work that clearly demonstrates how methods are used in actual practice. This updated fourth edition includes all new case studies, with additional coverage of mixed methods, non-sociological settings, funding, and a sample interview guide. The studies profiled are accompanied by observation field notes, and the text includes additional readings for both students and instructors. More than just theory, this guide is designed to give you a real-world practitioner's view of how qualitative research is handled every step of the way.

Many different disciplines rely on qualitative research as a method of inquiry, to gain an in-depth understanding of human behavior and the governing forces behind it. Qualitative research asks "why" and "how," and the data is frequently complex and difficult to measure. This book shows you how to effectively handle qualitative work, regardless of where it's being applied.

• Understand the strengths and limitations of qualitative data
• Learn how experts work around common methodological issues
• Compare actual field notes to the qualitative studies they generated
• Examine the full range of qualitative methods throughout the research process

Whether you're studying sociology, psychology, marketing, or any number of other fields, especially in the social and behavioral sciences, human behavior is the central concern of your work. So what drives human behavior? That's what qualitative research helps to explain. Introduction to Qualitative Research Methods gives you the foundation you need to begin seeking answers.

About this title

From the Inside Flap

X=EXPERIENCE

Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you're not around?

Without defining experiences, brands will become victim to whatever people feel and share. In an always-on world where everyone is connected to information and also one another, customer experience is your brand.

Great products are no longer good enough to win in business. Creative marketing and delightful customer service too are not enough to succeed. Success and the future of business is experiential and this is the time to learn how to create and cultivate meaningful experiences.

This isn't your ordinary business book. It was actually designed to be a sensational experience. Its aesthetic is meant to evoke emotion while also giving new perspective and insights to help you win the hearts and minds of your customers. And the design of this book, along with what fills its pages, was done using the principles shared within.

Welcome to a new era of business in which your brand is defined by those who experience it.

The future of business lies in experience architecture and you are the architect.

From the Back Cover

EXPERIENCE IS THE MOST IMPORTANT THING IN BUSINESS.

YET, MOST EXECUTIVES AND ENTREPRENEURS NEGLECT THE VALUE OF DESIGNING EXPERIENCES FROM THE ONSET. THEY TALK, BUILD, AND SELL AROUND IT, WHILE STILL MISSING IT. WITH X, YOU WILL LEARN THE IMPORTANCE OF EXPERIENCE AND HOW TO DESIGN EXPERIENCES. WHY? BECAUSE EXPERIENCE IS EVERYTHING. EXPERIENCE IS HUMAN. EXPERIENCE IS SENSORY. THAT'S WHY THE FUTURE OF BRANDING IS EXPERIENCE ARCHITECTURE. IT'S PERSONAL. IT'S CULTURALLY AND CONTEXTUALLY RELEVANT. IT'S ASPIRATIONAL. AS YOU READ THIS BOOK YOU'LL QUICKLY REALIZE THAT IT'S INTENDED TO DELIVER A THOUGHTFUL AND INTENTIONAL EXPERIENCE. AND THAT'S THE POINT.

Edition details

• Publisher: Wiley
• Publication date: 2015
• ISBN 10: 1118767217
• ISBN 13: 9781118767214
• Binding: Hardcover
• Language: English
• Edition number: 4
• Number of pages: 416