Understanding your users : a practical guide to user research methods / Courage, Catherine, author.

the methods of data collection in quantitative, qualitative and mixed methods research -- Major

: Data gathering methods -- 9. Sampling -- 10. Surveys and questionnaires -- 11. Interviews and focus

imaginations of top creatives ; Thirteen interviews with top creatives -- Part 02. The six ways of seeing : The

methods and errors -- Ch. 10. Causal research: experiments, test markets, and observation methods -- Part