This book is about the necessity of qualitative market research, its effect and the map to show the road to such research. This book has in total of 9 chapters describing the sense of qualitative Market Research, leading through the way of perfectly doing so. There is a thick line of difference between market research and consumer research according to the author. They are both similar but one focuses on collecting data from consumers and other resources in deciding about product launching and another indicates an understanding of consumer behaviour, and psychology. The author here tries to represent a practical observation of techniques and aspects of qualitative research to the readers.

The first chapter is solely based on the importance of qualitative research and the importance it brings to the field of marketing. The core aim of marketing research is to gather data and information about consumers, and their purchasing behaviour to interpret the product and the future. The author also states that it is not the only way open to choose for the marketers rather it is one of the required ways to make marketing decisions. The author also differentiates between qualitative and quantitative research and the ways to choose the correct method. These two concepts are opposite based on the research types, data collection method, research tools and concluding the research. Qualitative research includes the descriptive type of questions and allows for the collection of data more broadly. The second chapter describes the way to understand consumers and their buying behaviour to make the reader understand better about the process. Also, the chapter makes the topic more enjoyable by comparing traditional ways of consumer understanding methods and new ways of approaching customers. It gets more elaborated and the reader can better understand when both the topic is compared. Traditional ways suggest that buying is triggered by the direct 5 stages and then the decision is made which are problem recognition, searching for information, alternative evaluation, final product choice and lastly, post-decision evaluation. On the other hand, the modern way suggests that some stages are unintentionally connected with the buying process and trigger when needed. Understanding this and hence observing consumer purchasing is needed.

The third and fourth chapters are designated for the qualitative research method and usage of tools. Data collection refers to noting down and observing information through taking interviews and it can be focus group interviews or individual interviews. These two classifications also allow having more diversity so that people needing in-depth information can use the process efficiently. They can be short, or long, allocating fewer people to the group interviews creates the chance of discussing more without creating hassles on conflicts, this is called mini-group. There are also other plenty of options such as extended group, convent group, affinity group, and creativity group. After discussing the groups and methods of choosing them chapter 4 discusses how to go further way beyond traditional techniques. This chapter discusses projective techniques which means a situation where the individual blames items and people in their surroundings for their undesirable characteristics, feelings, and wants. During a normal interview, people tend to talk and sometimes exaggerate about product or service quality, and features. But in terms of projective technique, the chances are comparatively less since it is a psychoanalytical technique.

In the moving chapters, the author defines the ways of conducting such research through interviews, preparing for the interview session, the actual method of conducting it, concluding it and closing down the method of research. To conduct an interview, firstly it is necessary to set a bunch of questions which will be relevant to the research topic. The described method is first defining the research area and topic and then designing the research schemata is important. Research schemata refer to the idea of planning the whole stages on a quantitative basis so that the whole procedure goes according to the plan. For example, how many interviews are needed to be done, where to conduct those, time and location of it, choosing them should not have bare minimum importance because of their role to drive the actual research process, being a tiny detail.

Not only preparing questions and scheming the plan will lead to successful research about the market, but it also includes choosing the right set of questions which can manage to bring your correct portion of the required information and not be irrelevant at the same time. Again, asking the question to the interviewee should have an approach which makes them comfortable and they can share thoughtful information. In the question, there must be a chance of free movement, casual treatment and easy language which can be understood easily. The correct bunch of questions works as fuel to go the interview effective and natural and the technique is to focus on a hard question by starting the easy and soft questions. With this technique, interviewees feel comfortable and this interview session will be efficient.

When it is the question of conducting a proper interview, the process needs a good moderator. The advantage of having the direction of a moderator is It provides good grounds for the application of qualitative research methodologies and projective approaches, as well as interview assistance, effective interactions, and comprehension of other people. Here, for qualitative research a degree in sociology, human behaviour or psychology will help as the author stated. The author also describes how the awkward question should be asked and it is important not to hesitate but rather be free and declare it is going to be a bit awkward but necessary to make the audience free. Besides that, the author also states that qualitative data collection is hard compared to others since one needs to dive deep to find the actual information and sometimes people unconsciously cannot deliver the proper information. In the last chapter, the author concludes the whole knowledge of the book by stating the future development aspects of qualitative market research. The author described that the qualitative method will not disappear and will be high in demand in future since the market will increase in size and variety.

To conclude, this book is appropriate for students who are passionate about marketing and consumer research, marketers working currently and researchers, since they will find a complete guide to conducting the qualitative research as well as, will know the importance of doing so.

Mohammad Shahidul Islam, PhD, Assistant Professor, Brac Business School, Brac University. Dhaka, Bangladesh. Email: mohd.sh.islam@bracu.ac.bd

First published 2019 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 711 Third Avenue, New York, NY 10017 ISBN: 978-1-138-60774-3 (hbk) ISBN: 978-1-138-60776-7 (pbk) ISBN: 978-0-429-46702-8 (ebk)