Good Thinking: A Guide to Qualitative Research - Wendy Gordon
- In English. First published in 2009.
Goodthinking is Wendy Gordon's personal guide to qualitative research theory, methods and practice, based on 30 years of experience in the field. This easy to read book charts the birth of qualitative research, its growth and subsequent maturity as a recognised component of the marketing toolbox. The main qualitative methods are reviewed, with a particular focus on group discussions and how best to use and moderate them.
-> "An interesting book yet a bit too much into marketing stuff and details to be truly relevant. Its style shows the effect of time on it and makes it of lesser relevance than it must have been."