Qualitative Marketing Research / Edition 1

by David J. Carson, Audrey Gilmore, Chad Perry, Kjell Gronhaug

Overview

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.

Product Details

ISBN-13:	9780761963660
Publisher:	SAGE Publications
Publication date:	03/22/2001
Edition description:	First Edition
Pages:	256
Product dimensions:	6.14(w) x 9.21(h) x 0.54(d)

About the Author

Professor of services marketing

Research areas:  

- Research methods
- Innovations
- Buyer behaviour
- Marketing strategy
- Strategy
- Marketing strategies in emergent markets

Table of Contents

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