David J. Carson & Chad Perry 
Qualitative Marketing Research [EPUB ebook] 

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.

สารบัญ

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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Research areas:  – Research methods- Innovations- Buyer behaviour- Marketing strategy- Strategy- Marketing strategies in emergent markets