Qualitative Marketing Research by David J. Carson (English) Paperback Book

Description: Qualitative Marketing Research by David J. Carson, Audrey Gilmore, Chad Perry, Kjell Gronhaug 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. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher 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. Author Biography Professor of services marketing Table of Contents 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 Details ISBN0761963669 Short Title QUALITATIVE MARKETING RESEARCH Pages 256 Language English ISBN-10 0761963669 ISBN-13 9780761963660 Media Book Format Paperback DEWEY 658.83 Illustrations Yes Year 2001 Edition 1st Imprint SAGE Publications Inc Place of Publication Thousand Oaks Country of Publication United States DOI 10.1604/9780761963660 UK Release Date 2001-02-01 AU Release Date 2001-02-01 NZ Release Date 2001-02-01 US Release Date 2001-02-01 Author Kjell Gronhaug Publisher SAGE Publications Inc Publication Date 2001-02-01 Alternative 9780761963653 Audience Tertiary & Higher Education We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:127071192;

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