Qualitative marketing research / David Carson, Audrey Gilmore, Chad Perry & Kjell Gronhaug.

Contributor(s):

Material type: Text

TextLanguage: English Publication details: London ; Thousand Oaks, Calif. : SAGE, 2001.Description: xii, 239 pages : illustrationsISBN:

9780761963660

Subject(s):

LOC classification:

HF5415.2 .Q328 2001eb

Contents:

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.

Summary: 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.

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	TBS Barcelona	HF5415.2 CAR (Browse shelf(Opens below))	1	Available		B05636
Book	TBS Barcelona	HF5415.2 CAR (Browse shelf(Opens below))	2	Available		B05604

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.

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