Qualitative Marketing Research

Häftad, Engelska, 2001

AvDavid J. Carson,Audrey Gilmore,Chad Perry,Kjell Gronhaug,David J. Carson

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As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods.

Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing.

This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.

Produktinformation

Utgivningsdatum2001-02-01
Mått156 x 234 x 14 mm
Vikt390 g
FormatHäftad
SpråkEngelska
Antal sidor256
Upplaga1
FörlagSAGE Publications
ISBN9780761963660

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PART ONE: SOCIAL SCIENCE RESEARCH AND MARKETINGPhilosophy of ResearchScope of Research in MarketingDesign of a Research ProblemAcademic, Business and Practitioner ResearchPART TWO: QUALITATIVE RESEARCH METHODOLOGIESJustification of a Qualitative Research MethodologyIn-Depth InterviewingCase-Based ResearchFocus Group InterviewingObservation StudiesEthnography and Grounded TheoryAction Research and Action LearningPART THREE: APPLICATIONS AND OUTCOMES OF QUALITATIVE RESEARCHOrganizing, Processing and Visualizing DataWriting Qualitative Research ReportsIntegrative Multiple Mixes of MethodologiesQualitative ResearchFuture Evolution