Técnicas cualitativas para investigación en marketing y psicología

Qualitative research techniques are a set of useful and relevant tools in very diverse fields of Social and Economic Sciences and Health Sciences. Thus, in clinical psychology or in human resources, the interview is very important in diagnosis and decision-making. This same range of importance can be extended, in addition to Marketing, to studies of public opinion and electoral trends, essential in Political Science and Sociology. In this work, the presentation of qualitative research techniques is based on empirical data and illustrated with practical examples. The manual is aimed at university degree students -particularly Marketing degrees and Psychology degrees-, various master's degrees and postgraduate degrees -especially in Spain and America-, business schools, entrepreneurial chairs, schools of psychological practice and professionals of psychological research and market research. The practical and applied nature of the work, with multiple schemes and examples -based on the teaching and professional experience that the author has developed in the last twenty years-, will allow anyone with an interest in these areas to make the most of the contents.