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008			130610s2001 enka ob 001 0 eng d
015			_aGBA1Z7428 _2bnb
020			_a9780761963660
035			_aocn847527103
037			_a9781446205358 _bIngram Content Group
039			_aexclude
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041			_aEnglish
050		4	_aHF5415.2 _b.Q328 2001eb
245	0	0	_aQualitative marketing research _c/ David Carson, Audrey Gilmore, Chad Perry & Kjell Gronhaug.
260			_aLondon ; _aThousand Oaks, Calif. : _bSAGE, _c2001.
300			_axii, 239 pages : _billustrations
504			_aIncludes bibliographical references and index.
505			_aPart 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.
520	8		_aAs 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.
588	0		_aPrint version record.
650		0	_aQualitative research _95949
650		0	_aMarketing research _91465
700			_aCarson, David, _d1947- _eauthor.
700			_aGilmore, Audrey, _eauthor. _925933
700			_aPerry, Chad, _eauthor. _925934
700			_aGrønhaug, Kjell, _eauthor. _925935
942			_2lcc
999			_c4971 _d4971