TY  - BOOK
AU  - Bellenger, Danny N.
AU  - Bernhardt, Kenneth L.
AU  - Goldstucker, Jac L.
TI  - Qualitative research in marketing
T2  - Monographs series
SN  - 9780877570707
AV  - HF5415.2 .B455
PY  - 1976///
CY  - Chicago, IL
PB  - American Marketing Association
KW  - Marketing research
KW  - Qualitative research
N1  - Bibliography: p. 70-76
N2  - 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
ER  -