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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.
- Sales Rank: #2999965 in Books
- Brand: Brand: SAGE Publications Ltd
- Published on: 2001-03-22
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .59" w x 6.25" l, .86 pounds
- Binding: Paperback
- 256 pages
- Used Book in Good Condition
About the Author
Professor of services marketing
Research areas:
- Research methods
- Innovations
- Buyer behaviour
- Marketing strategy
- Strategy
- Marketing strategies in emergent markets
Most helpful customer reviews
0 of 0 people found the following review helpful.
Good approach to qualitative marketing research going from the fundamentals ...
By Jorge Pedroza
Good approach to qualitative marketing research going from the fundamentals of its philosophy to the application of the different techniques of the field.
2 of 2 people found the following review helpful.
Exceptionally clear and accessible
By Catherine
A gem of a book - the first section on research philosophies alone makes it worth reading. The authors write with exceptional clarity of subjects that are often difficult to grasp if not already well versed in research philosophy. Excellent advice on methodology as well - for graduate students such as myself, who might be struggling with methodological issues and who might be having difficulty writing the methodology / analysis chapters of their dissertations, I highly recommend seeking out this book.
0 of 0 people found the following review helpful.
Comprehensive, useful, thoughtful
By L. Wathieu
Many books look useful but then when you really need guidance they fall apart. This book not only looks useful, it IS a useful guide to know what to do, when, and how. In fact, I found that it was the most useful book in qualitative research available on the market. It's a bit pricy but it's worth it.
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