Qualitative marketing research /

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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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Carson, David, 1947- (Autor), Gilmore, Audrey (Autor), Perry, Chad (Autor), Grønhaug, Kjell (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; Thousand Oaks, Calif. : SAGE, 2001.
Temas:
Qualitative research.
Marketing research.
Recherche qualitative.
Marketing > Recherche.
BUSINESS & ECONOMICS > Marketing > Research.
Marketing research
Qualitative research
Marketing
Marktforschung
Marktonderzoek.
Kwalitatieve methoden.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Social Science Research and Marketing
  • Philosophy of Research
  • Scope of Research in Marketing
  • Design of a Research Problem
  • Academic, Business and Practitioner Research
  • Qualitative Research Methodologies
  • Justification of a Qualitative Research Methodology
  • In-depth Interviewing
  • Case-based Research
  • Focus Group Interviewing
  • Observation Studies
  • Ethnography and Grounded Theory
  • Action Research and Action Learning
  • Applications and Outcomes of Qualitative Research
  • Organizing, Processing and Visualizing Data
  • Writing Qualitative Research Reports
  • Integrative Multiple Mixes of Methodologies
  • Qualitative Research: Future Evolution.

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