Qualitative Marketing Research

AvDavid J. Carson,Audrey Gilmore

Inbunden, Engelska, 2001

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2001-02-01
Mått:156 x 234 x undefined mm
Vikt:510 g
Format:Inbunden
Språk:Engelska
Antal sidor:256
Upplaga:1
Förlag:SAGE Publications
ISBN:9780761963653

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

Professor of services marketing Research areas: - Research methods- Innovations- Buyer behaviour- Marketing strategy- Strategy- Marketing strategies in emergent markets

Recensioner i media

One of the book main strengths is its focus on the links between philosophy and practice. Inevitably the author had to cut corners at times in the light of the wide scope of the topic. For instance the definition of action research does not seem to include the human justice dimension and the book could benefit from a clearer distinction between this method and its tools of research.

Innehållsförteckning

PART ONE: SOCIAL SCIENCE RESEARCH AND MARKETINGPhilosophy of ResearchScope of Research in MarketingDesign of a Research ProblemAcademic, Business and Practitioner ResearchPART TWO: QUALITATIVE RESEARCH METHODOLOGIESJustification of a Qualitative Research MethodologyIn-Depth InterviewingCase-Based ResearchFocus Group InterviewingObservation StudiesEthnography and Grounded TheoryAction Research and Action LearningPART THREE: APPLICATIONS AND OUTCOMES OF QUALITATIVE RESEARCHOrganizing, Processing and Visualizing DataWriting Qualitative Research ReportsIntegrative Multiple Mixes of MethodologiesQualitative ResearchFuture Evolution