Qualitative Marketing Research
1st Edition
Published on 1. February 2001
256 pages
978-1-4462-0535-8 (ISBN)
Description
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.
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.
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More details
Edition
First Edition
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
ISBN-13
978-1-4462-0535-8 (9781446205358)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
David J. Carson | Audrey Gilmore | Chad Perry
Qualitative Marketing Research
Book
02/2001
1st Edition
SAGE Publications Inc
€124.20
Shipment within 15-20 days
David J. Carson | Audrey Gilmore | Chad Perry
Qualitative Marketing Research
Book
02/2001
1st Edition
SAGE Publications Inc
€257.44
Shipment within 15-20 days
Persons
Professor of services marketing Research areas:
- Research methods
- Innovations
- Buyer behaviour
- Marketing strategy
- Strategy
- Marketing strategies in emergent markets
- Research methods
- Innovations
- Buyer behaviour
- Marketing strategy
- Strategy
- Marketing strategies in emergent markets
Content
PART ONE: SOCIAL SCIENCE RESEARCH AND MARKETING
Philosophy of Research
Scope of Research in Marketing
Design of a Research Problem
Academic, Business and Practitioner Research
PART TWO: 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
PART THREE: APPLICATIONS AND OUTCOMES OF QUALITATIVE RESEARCH
Organizing, Processing and Visualizing Data
Writing Qualitative Research Reports
Integrative Multiple Mixes of Methodologies
Qualitative Research
Future Evolution
Philosophy of Research
Scope of Research in Marketing
Design of a Research Problem
Academic, Business and Practitioner Research
PART TWO: 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
PART THREE: APPLICATIONS AND OUTCOMES OF QUALITATIVE RESEARCH
Organizing, Processing and Visualizing Data
Writing Qualitative Research Reports
Integrative Multiple Mixes of Methodologies
Qualitative Research
Future Evolution
