Abstract
Although some guidance exists for conducting qualitative research in the consumer field, there is very little accessible information for would‐be industrial market researchers. This is particularly unfortunate since the qualitative approach is arguably of greater relevance in industrial market research than in the consumer field. Similarly, there is a notable lack of advice on how to analyse the data, once collected. This article is intended as a practical guide to the execution and analysis of focused interviews in industrial market research.
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