Description: Qualitative Marketing Research Author(s): David J. Carson, Audrey Gilmore, Chad Perry, Kjell Gronhaug Format: Paperback Publisher: SAGE Publications Inc, United States Imprint: SAGE Publications Inc ISBN-13: 9780761963660, 978-0761963660 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.
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Book Title: Qualitative Marketing Research
Item Height: 234 mm
Item Width: 156 mm
Author: David J. Carson, Audrey Gilmore, Chad Perry, Kjell Gronhaug
Publication Name: Qualitative Marketing Research
Format: Paperback
Language: English
Publisher: SAGE Publications INC International Concepts
Subject: Marketing
Publication Year: 2001
Type: Textbook
Item Weight: 390 g
Number of Pages: 256 Pages
