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.
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.
MORE BETWEEN THE LINES is a sequel to BETWEEN THE LINES, another survival manual designed to help the reader navigate a life full of lies of every kind.
Inhaltsangabe
PART ONE: SOCIAL SCIENCE RESEARCH AND MARKETING Philosophy of Research Scope of Research in Marketing Design of a Research Problem Academic, Business and Practitioner Research PART TWO: 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 PART THREE: APPLICATIONS AND OUTCOMES OF QUALITATIVE RESEARCH Organizing, Processing and Visualizing Data Writing Qualitative Research Reports Integrative Multiple Mixes of Methodologies Qualitative Research Future Evolution
PART ONE: SOCIAL SCIENCE RESEARCH AND MARKETING Philosophy of Research Scope of Research in Marketing Design of a Research Problem Academic, Business and Practitioner Research PART TWO: 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 PART THREE: 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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