Qualitative Marketing Research - Softcover

David Carson; Audrey Gilmore; Chad Perry; Kjell Gronhaug

Softcover

ISBN 10: 0761963669 ISBN 13: 9780761963660

Publisher: SAGE Publications Ltd, 2001

Synopsis

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.

About this title

About the Author:

Professor of services marketing

Research areas:  

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

About this edition

• Publisher: SAGE Publications Ltd
• Publication date: 2001
• ISBN 10: 0761963669
• ISBN 13: 9780761963660
• Binding: Paperback
• Edition number: 1
• Number of pages: 258