Qualitative marketing research / David Carson ; [el al.].
Material type: TextPublisher: London : SAGE, 2001Description: xii, 239 pages : illustrations ; 24 cmContent type:- text
- unmediated
- volume
- 0761963669
- 9780761963660
- 0761963650
- 9780761963653
- 658.83
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | North Campus North Campus Main Collection | 658.83 QUA (Browse shelf(Opens below)) | 1 | Available | A286963B |
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Includes bibliographical references and index.
Pt. 1. Social Science Research and Marketing -- Philosophy of Research -- Scope of Research in Marketing -- Design of a Research Problem -- Academic, Business and Practitioner Research -- Pt. 2. 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 -- Pt. 3. Applications and Outcomes of Qualitative Research -- Organizing, Processing and Visualizing Data -- Writing Qualitative Research Reports -- Integrative Multiple Mixes of Methodologies -- Qualitative Research: Future Evolution.
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