Market research methodologies
Subtitle: multi-method and qualitative approaches
By: Amandeep Takhar-Lail, University of Bedfordshire, UK, Ali Ghorbani, Payame Noor University, Iran, [editors]
Series: Advances in marketing, customer relationship management, and e-services (AMCRMES)
Publisher: Business Science Reference
Published: 2015
Place of publication: Hershey, PA
Language: eng
Number of pages: 300
ISBN-13: 9781466663718; 9781466663725; 9781466663749
Subjects: Marketing research; Methodology; Consumers; Research; Qualitative research
Description: "This book brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations, focusing on vital concepts such as data validity, triangulation, and reliability"--
Notes: Includes bibliographical references (pages 229-292) and index.