03136cam a2200373 a 4500 10027159 CaAEU 20260512145834.0 m o d cr cnu---unuuu 130610s2001 enka ob 001 0 eng d GBA1Z7428 bnb 9780761963660 ocn847527103 9781446205358 Ingram Content Group exclude N$T eng pn N$T E7B SFB OCLCO UIU IDEBK OCLCF OCLCQ COO YDXCP EBLCP IXA OCLCQ AZK AGLDB OCLCQ COCUF CNNOR OCLCQ Z5A MOR CCO PIFAG ZCU VT2 MERUC OCLCQ MERER OCLCQ OCLCO OCLCQ RRP SGPBL U3W NLE OCLCO STF WRM NRAMU ICG INT OTZ CEF AU@ OCLCO OCLCQ UKMGB OCLCO OCLCQ WYU LVT YOU A6Q DKC OCLCQ UKAHL OL$ OCLCA TKN OCLCQ UKCRE AGL BOL LDP ELBRO NLW OCLCQ OCLCO AAA OCLCO AEU English HF5415.2 .Q328 2001eb Qualitative marketing research / David Carson, Audrey Gilmore, Chad Perry & Kjell Gronhaug. London ; Thousand Oaks, Calif. : SAGE, 2001. xii, 239 pages : illustrations Includes bibliographical references and index. Part I. SOCIAL SCIENCE RESEARCH AND MARKETING — Philosophy of Research — Scope of Research in Marketing — Design of a Research Problem — Academic, Business and Practitioner Research Part II. 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 III. APPLICATIONS AND OUTCOMES OF QUALITATIVE RESEARCH — Organizing, Processing and Visualizing Data — Writing Qualitative Research Reports — Integrative Multiple Mixes of Methodologies — Qualitative Research: Future Evolution. 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. Print version record. Qualitative research 5949 Marketing research 1465 Carson, David, 1947- author. Gilmore, Audrey, author. 25933 Perry, Chad, author. 25934 Grønhaug, Kjell, author. 25935 lcc 0 0 lcc 0 0 TBS TBS 2025-09-19 0 HF5415.2 CAR B05636 2025-09-19 1 2025-09-19 1 0 0 lcc 0 0 TBS TBS 2026-01-09 0 HF5415.2 CAR B05604 2026-01-09 2 2026-01-09 1 4971 4971