Qualitative marketing research /

By: Carson, DavidContributor(s): Gilmore, Audrey | Perry, Chad | Gronhaug, KjellMaterial type: TextTextPublication details: London ; Thousand Oaks, Calif. : SAGE, 2001Description: xii, 239 p. : illISBN: 9780761963653Subject(s): Qualitative research | Marketing researchDDC classification: 658.83 Online resources: Not Available | Not Available
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.
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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.

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