ENGLISH

Qualitative Marketing Research

By David J. Carson; Audrey Gilmore; Chad Perry; Kjell Gronhaug

Book information

Publisher
Sage Publications, Limited
Year
2001
ISBN
9781446205358, 9780761963660
LCC
HF5415.2 -- .Q328 2001eb
Language
english
Format
EPUB
Filesize
1 MB (1162935 bytes)
Edition
1
Pages
227\0
Time added
2023-08-03 18:04:57
Qualitative research. ; Marketing research.; BUS04

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.

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