"Shay Sayre offers a rich and stimulating encounter. Her volume overflows with information, touching on the great array of ideas and methods available for conducting qualitative research. The practicality of her approach translates the most abstruse concepts into accessible actions. She has a distinctive, even laconic voice that cuts through the heart of her material. She gives the reader insight, examples, and the encouragement to experience the illumination that comes with trying out new ideas."

• PART ONE: APPROACHING QUALITATIVE METHODSWhy Qualitative Research?Five Models of Qualitative ResearchApplications of Qualitative Methods for MarketingPART TWO: GETTING READY TO RESEARCHIssues and ConcernsDesigning a Study and Writing a ProposalPART THREE: CHOOSING A RESEARCH MODELHistory, Living Biography and Self-NarrativeUsing the Case MethodPhenomenology and Grounded TheoryUsing an Ethnographic ApproachPART FOUR: DATA COLLECTION TECHNIQUES AND TOOLSObservation and FieldworkWays of KnowingField InterviewsWays of KnowingStructured InterviewsProjective TechniquesPART FIVE: TEXT ANALYSIS AND REPORTINGAnalyzing Visual and Material TextAnalyzing Verbal DataWriting Field Stories and Narrative Reports

"Shay Sayre offers a rich and stimulating encounter. Her volume overflows with information, touching on the great array of ideas and methods available for conducting qualitative research. The practicality of her approach translates the most abstruse concepts into accessible actions. She has a distinctive, even laconic voice that cuts through the heart of her material. She gives the reader insight, examples, and the encouragement to experience the illumination that comes with trying out new ideas."

• PART ONE: APPROACHING QUALITATIVE METHODSWhy Qualitative Research?Five Models of Qualitative ResearchApplications of Qualitative Methods for MarketingPART TWO: GETTING READY TO RESEARCHIssues and ConcernsDesigning a Study and Writing a ProposalPART THREE: CHOOSING A RESEARCH MODELHistory, Living Biography and Self-NarrativeUsing the Case MethodPhenomenology and Grounded TheoryUsing an Ethnographic ApproachPART FOUR: DATA COLLECTION TECHNIQUES AND TOOLSObservation and FieldworkWays of KnowingField InterviewsWays of KnowingStructured InterviewsProjective TechniquesPART FIVE: TEXT ANALYSIS AND REPORTINGAnalyzing Visual and Material TextAnalyzing Verbal DataWriting Field Stories and Narrative Reports

"Shay Sayre offers a rich and stimulating encounter. Her volume overflows with information, touching on the great array of ideas and methods available for conducting qualitative research. The practicality of her approach translates the most abstruse concepts into accessible actions. She has a distinctive, even laconic voice that cuts through the heart of her material. She gives the reader insight, examples, and the encouragement to experience the illumination that comes with trying out new ideas."

• PART ONE: APPROACHING QUALITATIVE METHODSWhy Qualitative Research?Five Models of Qualitative ResearchApplications of Qualitative Methods for MarketingPART TWO: GETTING READY TO RESEARCHIssues and ConcernsDesigning a Study and Writing a ProposalPART THREE: CHOOSING A RESEARCH MODELHistory, Living Biography and Self-NarrativeUsing the Case MethodPhenomenology and Grounded TheoryUsing an Ethnographic ApproachPART FOUR: DATA COLLECTION TECHNIQUES AND TOOLSObservation and FieldworkWays of KnowingField InterviewsWays of KnowingStructured InterviewsProjective TechniquesPART FIVE: TEXT ANALYSIS AND REPORTINGAnalyzing Visual and Material TextAnalyzing Verbal DataWriting Field Stories and Narrative Reports