Qualitative Marketing Research
Autor David J. Carson, Audrey Gilmore, Chad Perry, Kjell Gronhaugen Limba Engleză Paperback – 31 ian 2001
This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.
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Specificații
ISBN-13: 9780761963660
ISBN-10: 0761963669
Pagini: 256
Dimensiuni: 156 x 234 x 15 mm
Greutate: 0.39 kg
Ediția:First Edition
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
ISBN-10: 0761963669
Pagini: 256
Dimensiuni: 156 x 234 x 15 mm
Greutate: 0.39 kg
Ediția:First Edition
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
Cuprins
PART 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
In-Depth Interviewing
Case-Based Research
Focus Group Interviewing
Observation Studies
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
Qualitative Research
Future Evolution
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
In-Depth Interviewing
Case-Based Research
Focus Group Interviewing
Observation Studies
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
Qualitative Research
Future Evolution
Notă biografică
MORE BETWEEN THE LINES is a sequel to BETWEEN THE LINES, another survival manual designed to help the reader navigate a life full of lies of every kind.
Descriere
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.