A01=Audrey Gilmore
A01=Chad Perry
A01=David Carson
A01=Kjell Gronhaug
Author_Audrey Gilmore
Author_Chad Perry
Author_David Carson
Author_Kjell Gronhaug
Category=KJSM
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Marketing Research
Product details
- ISBN 9780761963653
- Weight: 510g
- Dimensions: 156 x 234mm
- Publication Date: 01 Feb 2001
- Publisher: SAGE Publications Inc
- Publication City/Country: US
- Product Form: Hardback
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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.
Professor of services marketing Research areas:
- Research methods
- Innovations
- Buyer behaviour
- Marketing strategy
- Strategy
- Marketing strategies in emergent markets
