Alternative Market Research Methods : Market Sensing

Alternative Market Research Methods- Front Cover -- Alternative Market Research Methods -- Title Page -- Copyright Page -- Contents -- List of figures -- List of tables -- List of case studies -- Notes on contributors -- Introduction and rationale for this book -- Guide to using this book -- Guide to the structure of the book and its content -- Additional study materials -- PART I: Theoretical underpinnings for market sensing -- Chapter 1: Market sensing and qualitative research: context, philosophy, approach and strategy -- Purpose and context -- Learning outcome