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Qualitative marketing research / David Carson ; [el al.].

By: Material type: TextTextPublisher: London : SAGE, 2001Description: xii, 239 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0761963669
  • 9780761963660
  • 0761963650
  • 9780761963653
Subject(s): DDC classification:
  • 658.83
Contents:
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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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.

Machine converted from AACR2 source record.

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