Expand your knowledge by taking a look at these useful SAGE titles below.

Carson, D., Gilmore, A., Perry, C. and Gronhaug, K. (2005) Qualitative Marketing Research. London: Sage. This book demonstrates the link between the philosophical perspective about the world and the adopted research methods and techniques. (Link coming soon)

Creswell, J. W. (2003) Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (2nd edition). Thousand Oaks, CA: Sage. This book provide a useful overview of the research approaches covering quantitative, qualitative or mixed. (Link coming soon)

Denzin, N. K. and Lincoln, Y. S. (eds) (2000) Handbook of Qualitative Research (2nd edition). Thousand Oaks, CA: Sage. Although this book is a bit old, it does provide useful clarifications about what qualitative research involves. (Link coming soon)

MRS (2011) MRS Guidelines for qualitative research including observational, ethnographic and deliberative research. Available at: www.mrs.org.uk/pdf/2012-03-19%20Qualitative%20Research%20Guidelines.pdf. This is a useful guidance document that provides useful advice based on the MRS Code of Conduct for undertaking qualitative market research.