Professor Edward McQuarrie analyzes various types of market research. He cites the pros and cons of both qualitative and quantitative methods before shifting his focus to achieving the best possible results with interviews.
The Place of Interviews in Market Research
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McQuarrie, E. F. (Academic). (2016). The place of interviews in market research [Video]. SAGE Knowledge. https://www.doi.org/10.4135/9781473988606
McQuarrie, Edward F. "The Place of Interviews in Market Research." In SAGE Video. : SAGE Publications, Ltd., 2016. Video, 00:23:44. https://www.doi.org/10.4135/9781473988606.
McQuarrie, E. F., 2016. The Place of Interviews in Market Research, SAGE Video. [Streaming Video] London: SAGE Publications Ltd. Available at: <http://www.doi.org/10.4135/9781473988606> [Accessed 25 Sep 2021].
McQuarrie, Edward F. The Place of Interviews in Market Research. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 25 Jun 2016. doi: https://www.doi.org/10.4135/9781473988606. 25 Sep 2021.copy to clipboardorEndnote
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