This textbook is a practical, hands-on guide to qualitative research in psychology, introducing five key approaches and showing students exactly how to apply each one to a shared data set.
A clear, up-to-date guide showing managers how data, big data and AI—especially the latest GenAI tools—transform decision-making, ethics and organisational practice, packed with real-world cases and perfect for business and management students at every level.
Written by more than 10 expert contributors, this book helps students find their starting point with qualitative analysis. Exploring key concepts as well as how to put approaches into practice, it ensures they are equipped to make good methodological decisions.
A concise, reader-friendly Marcoms textbook with updated content on digital marketing, AI and social media.