Qualitative Marketing Research.

By: Carson, David JContributor(s): Gilmore, Audrey | Perry, Chad | Gronhaug, KjellMaterial type: TextTextPublisher: London : SAGE Publications, 2001Copyright date: ©2001Edition: 1st edDescription: 1 online resource (227 pages)Content type: text Media type: computer Carrier type: online resourceISBN: 9781446205358Subject(s): Marketing research | Qualitative researchGenre/Form: Electronic books.Additional physical formats: Print version:: Qualitative Marketing ResearchDDC classification: 658.83 LOC classification: HF5415.2 -- .Q328 2001ebOnline resources: Click to View
Contents:
Cover Page -- Title -- Copyright -- Contents -- About the Authors -- Preface -- Acknowledgements -- Part I SOCIAL SCIENCE RESEARCH AND MARKETING -- 1 Philosophy of Research -- 2 Scope of Research in Marketing -- 3 Design of a Research Problem -- 4 Academic, Business and Practitioner Research -- Part II QUALITATIVE RESEARCH METHODOLOGIES -- 5 Justification of a Qualitative Research Methodology -- 6 In-depth Interviewing -- 7 Case-based Research -- 8 Focus Group Interviewing -- 9 Observation Studies -- 10 Ethnography and Grounded Theory -- 11 Action Research and Action Learning -- Part III APPLICATIONS AND OUTCOMES OF QUALITATIVE RESEARCH -- 12 Organizing, Processing and Visualizing Data -- 13 Writing Qualitative Research Reports -- 14 Integrative Multiple Mixes of Methodologies -- 15 Qualitative Research: Future Evolution -- Index.
Summary: 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.
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Cover Page -- Title -- Copyright -- Contents -- About the Authors -- Preface -- Acknowledgements -- Part I SOCIAL SCIENCE RESEARCH AND MARKETING -- 1 Philosophy of Research -- 2 Scope of Research in Marketing -- 3 Design of a Research Problem -- 4 Academic, Business and Practitioner Research -- Part II QUALITATIVE RESEARCH METHODOLOGIES -- 5 Justification of a Qualitative Research Methodology -- 6 In-depth Interviewing -- 7 Case-based Research -- 8 Focus Group Interviewing -- 9 Observation Studies -- 10 Ethnography and Grounded Theory -- 11 Action Research and Action Learning -- Part III APPLICATIONS AND OUTCOMES OF QUALITATIVE RESEARCH -- 12 Organizing, Processing and Visualizing Data -- 13 Writing Qualitative Research Reports -- 14 Integrative Multiple Mixes of Methodologies -- 15 Qualitative Research: Future Evolution -- Index.

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.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2018. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

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