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.
Inhaltsverzeichnis
PART ONE: SOCIAL SCIENCE RESEARCH AND MARKETING
Philosophy of Research
Scope of Research in Marketing
Design of a Research Problem
Academic, Business and Practitioner Research
PART TWO: 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 THREE: APPLICATIONS AND OUTCOMES OF QUALITATIVE RESEARCH
Organizing, Processing and Visualizing Data
Writing Qualitative Research Reports
Integrative Multiple Mixes of Methodologies
Qualitative Research
Future Evolution
