This book is the only guide dedicated to qualitative research methods in communication. It introduces readers to every step of the qualitative research process, from developing research topics and ...

Discussion of quantitative or quality advertising in the creative process relates to two general research types that companies use to better understand market segments. Effective research provides a ...

Segmentation is all about grouping people together based on shared traits, and it plays a critical role in helping a company better understand and respond to its customer base. Companies often use ...

Introduces readers to qualitative research. Highlights the benefits of qualitative methods in dental research. Explains methods of qualitative data collection. This paper is the first in a series of ...

Cross-cultural qualitative research and translation are pivotal in bridging linguistic and cultural divides in research. This field addresses the challenges that emerge when data are collected in one ...