Qualitative marketing research

Qualitative marketing research /

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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Bibliographic Details
Online Access: Full text (MCPHS users only)
Main Authors: Carson, David, 1947- (Author), Gilmore, Audrey (Author), Perry, Chad (Author), Grønhaug, Kjell (Author)
Format: Electronic eBook
Language:English
Published: London ; Thousand Oaks, Calif. : SAGE, 2001
Subjects:
Qualitative research.
Marketing research.
Local Note:ProQuest Ebook Central
Table of Contents:
  • Social Science Research and Marketing
  • Philosophy of Research
  • Scope of Research in Marketing
  • Design of a Research Problem
  • Academic, Business and Practitioner Research
  • Qualitative Research Methodologies
  • Justification of a Qualitative Research Methodology
  • In-depth Interviewing
  • Case-based Research
  • Focus Group Interviewing
  • Observation Studies
  • Ethnography and Grounded Theory
  • Action Research and Action Learning
  • Applications and Outcomes of Qualitative Research
  • Organizing, Processing and Visualizing Data
  • Writing Qualitative Research Reports
  • Integrative Multiple Mixes of Methodologies
  • Qualitative Research: Future Evolution.

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