This is an excellent guide to organizing and conducting field research. It's not too specialized, which makes it more useful to me. Yet it's complete. It covers creating a strategy: why do research? who should do it? what do you want to find out? It also cover research methods based on what you want to find out. How to write questionnaires. And how to interpret and report your findings. There are many other books on field research, but I keep referring back to this one as it's written and organized in such an accessible and useable way.
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