Qualitative marketing research
David Carson ... [el al.].
Bok Engelsk 2001
| Utgitt | London : : SAGE, , 2001.
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| Omfang | 1 online resource (xii, 239 p.) : : ill.
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| Opplysninger | Cover; Table of Contents; Preface; Part I : Social Science Research and Marketing; 1 - Philosophy of Research; 2 - Scope of Research in Marketing; 3 - Design of a Research Problem; 4 - Academic, Business and Practitioner Research; Part II : Qualitative Research Methodologies; 5 - Justification of a Qualitative Research Methodology; 6 - In-depth Interviewing; 7 - Care-based Research; 8 - Focus Group Interviewing; 9 - Observational Studies; 10 - Ethnography and Grounded Theory; 11 - Action Research and Action Learning; Part III : Applications and Outcomes of Qualitative Research; 12 - Organizing, Processing and Visualizing Data13 - Writing Qualitative Research Reports; 14 - Integrative Multiple Mixes of Methodologies; 15 - Qualitative Research : Future Evolution; Index. - 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.. - Specialized.
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| Emner | |
| Dewey | |
| ISBN | 0761963650. - 0761963669
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