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Informationen zum Autor Professor of services marketing Research areas: - Research methods - Innovations - Buyer behaviour - Marketing strategy - Strategy - Marketing strategies in emergent markets Klappentext 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. Zusammenfassung 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. Inhaltsverzeichnis 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 ...
