Qualitative marketing research
By: David Carson ... [el al.]
Contributors: Carson, David, 1947-
Publisher: SAGE
Published: 2001
Place of publication: London; Thousand Oaks, Calif
Language: eng
Number of pages: 239
Subjects: Qualitative research.; Marketing research.
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."--BOOK JACKET.
Notes: Includes bibliographical references and index.
Table of contents: title: Machine generated contents note: About the Authors; title: Preface; title: Acknowledgements Part I SOCIAL SCIENCE RESEARCH AND MARKETING 1 Philosophy of Research; title: 2 Scope of Research in Marketing; title: 3 Design of a Research Problem; title: 4 Academic, Business and Practitioner Research Part 11 QUALITATIVE RESEARCH METHODOLOGIES 5 Justification of a Qualitative Research Methodology; title: 6 in-depth Interviewing; title: 7 Case-based Research; title: 8 Focus Group Interviewing; title: 9 Observation Studies; title: 10 Ethnography and Grounded Theory; title: i1 Action Research and Action Learning Part IlI APPLICATIONS AND OUTCOMES OF; title: QUAIITATIVE RESEARCH 12 Organizing, Processing and Visualizing Data; title: i Writing Qualitative Research Reports; title: 4 Integrative Multiple Mixes of Methodologies; title: IS Qualitative Research: Future Evolution.