Qualitative research in marketing / Danny N. Bellenger, Kenneth L. Bernhardt, Jac L. Goldstucker.

By:

Bellenger, Danny N, 1946- [author]

Contributor(s):

Material type: Text

TextSeries: Monographs series ; 3Publication details: Chicago, IL : American Marketing Association, 1976.Description: x, 76 pages ; 23 cmISBN:

9780877570707

Subject(s):

LOC classification:

HF5415.2 .B455

Summary: 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.

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	TBS Barcelona	HF5415.2 BEL (Browse shelf(Opens below))	1	Available		B05673

Bibliography: p. 70-76.

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.

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