Bellenger, Danny N. 1946- creator author Bernhardt, Kenneth L. 1944- author Goldstucker, Jac L. author text bibliography ilu Chicago, IL American Marketing Association 1976 monographic eng

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x, 76 pages ; 23 cm. This monograph is intended to provide a concise treatment of qualitative research in marketing. It is written primarily for the marketing manager to improvise his ability to contract for, interpret, and use qualitative marketing research. It may also prove useful to beginning marketing researchers who need an introduction to this area. The text draws both from academic writing and from interviews with applied marketing researchers. A blend of theoretical and applied concepts has been sought. / Danny N. Bellenger, Kenneth L. Bernhardt, Jac L. Goldstucker. Bibliography: p. 70-76. Marketing research Qualitative research HF5415.2 .B455 9780877570707 76003765 DLC 760206 20260512145950.0 816271