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Article Excerpt
Qualitative market research: principles and practice
Gill Ereaut, Mike Imms and Martin Callingham (eds)
Sage Publications, 2002
1112pp, cased volumes, [pounds sterling]145
ISBN 7619 7272 2
At first sight a collection of seven books under the title of Qualitative Market Research is an exciting development, particularly when it is presented as a series and produced by ten practitioners in their respective fields. Exciting, because one could presume that such a series written under the broad umbrella of this title would present a comprehensive study of the subject and a definitive account of the current state of the industry today. This review deals firstly with how this series is a contribution to the qualitative market research industry, secondly with the shortfalls in putting together an ambitious series, and thirdly, perceptions concerning potential target markets.
Deciding what to include and what not to include within a series, given a subject area as broad as qualitative market research, is a difficult task. Gill Ereaut, Mike Imms and Martin Callingham as joint editors have done a good...
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