If you are after a comprehensive book that outlines qualitative research I would highly recommend this. Detailed postgraduate level, although very understandable. Interesting case studies from many disciplines. The one I found most memorable was a study searching through people’s rubbish and this found that in America poorer people buy branded smaller packets whereas richer people buy non-branded larger packets.
book review
Leadership Lessons with The Beatles: Actionable Tips and Tools for Becoming Better at Leading by Shantha Mohan
Trust your intuition and take action if have sufficient information, remember you are never going to have all the information but be sure to gather
