Qualitology: Unlocking the Secrets of Qualitative Research

By Pepe Martinez

Publisher: ESIC

This book centres on offering classical knowledge and techniques which are still used successfully today, as well as emerging trends and innovative techniques adapted to solve contemporary marketing issues.

Its practical approach enables readers to read it from cover to cover, or the reader can go straight to the chapter of interest.

This book includes:

• Four international Qualitative studies sponsored by Millward Brown about beer, brand archetypes, youth and young families.

• Nine Qualitative studies undertaken at a local level across seven countries for major clients (Coca Cola, Vodafone, Renault, Delta Llyod, Elli Lilly, etc.), as well as one creative study dedicated at finding the title of this book.

• A unique perspective and deep dive into analysis and interpretation. These two issues are usually perceived as the ‘black box’ of Qualitative Research and very little has been written about them by qualitative practitioners.

About the author
Pepe Martinez is head of client service for Millward Brown Spain, based in Madrid. He holds a degree in Psychology from the Complutense University Madrid (UCM) and has been working in qualitative research for more than 25 years.

How to order the book
The book can be directly ordered on the publisher’s web site English version
http://www.esic.es/editorial.asp?sec=detalle&isbn=9788473565783

Spanish version (that includes a CD ROM with discussion groups videos and other material):
http://www.esic.es/editorial.asp?sec=detalle&isbn=9788473565622