Qualitative Marketing Research
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BeschreibungAs 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.
InhaltsverzeichnisPART 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
Focus Group Interviewing
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
PortraitProfessor of services marketing
Untertitel: 49:B&W 6. 14 x 9. 21 in or 234 x 156 mm (Royal 8vo) Perfect Bound on White w/Gloss Lam. Sprache: Englisch.
Verlag: Sage Publications UK
Erscheinungsdatum: Februar 2001
Seitenanzahl: 256 Seiten