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Qualitative marketing research /
| Main Author: | |
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| Other Authors: | , , |
| Format: | Printed Book |
| Published: |
London ; Thousand Oaks, Calif. :
SAGE,
2001.
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| Subjects: | |
| Online Access: | http://www.loc.gov/catdir/toc/fy02/2001269608.html http://www.loc.gov/catdir/enhancements/fy0657/2001269608-d.html |
Table of Contents:
- Machine generated contents note: About the Authors
- Preface
- Acknowledgements Part I SOCIAL SCIENCE RESEARCH AND MARKETING 1 Philosophy of Research
- 2 Scope of Research in Marketing
- 3 Design of a Research Problem
- 4 Academic, Business and Practitioner Research Part 11 QUALITATIVE RESEARCH METHODOLOGIES 5 Justification of a Qualitative Research Methodology
- 6 in-depth Interviewing
- 7 Case-based Research
- 8 Focus Group Interviewing
- 9 Observation Studies
- 10 Ethnography and Grounded Theory
- i1 Action Research and Action Learning Part IlI APPLICATIONS AND OUTCOMES OF
- QUAIITATIVE RESEARCH 12 Organizing, Processing and Visualizing Data
- i Writing Qualitative Research Reports
- 4 Integrative Multiple Mixes of Methodologies
- IS Qualitative Research: Future Evolution.