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Author Carson, David J
Title Qualitative Marketing Research
Imprint London : SAGE Publications, 2001
©2001
book jacket
Edition 1st ed
Descript 1 online resource (227 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Note Cover Page -- Title -- Copyright -- Contents -- About the Authors -- Preface -- Acknowledgements -- 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 Case-based Research -- 8 Focus Group Interviewing -- 9 Observation 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 Data -- 13 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
Description based on publisher supplied metadata and other sources
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
Link Print version: Carson, David J. Qualitative Marketing Research London : SAGE Publications,c2001 9780761963660
Subject Qualitative research.;Marketing research
Electronic books
Alt Author Gilmore, Audrey
Perry, Chad
Gronhaug, Kjell
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