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Qualitative research methodologies are gaining more and more acceptance. This book deals with the application of qualitative methods to marketing management research. It explains different ways of making and analyzing data with qualitative tools, and it describes the generation of results working for researchers as well as for practitioners in marketing management. Teachers and students in marketing and research methodology, as well as researchers and practitioners in marketing management will find useful material on research methods and case study research.
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TINE ADLER Managing Director, Innot gmbh (Crisis Management and Training)
WALTER AIGNER Co-founder and Managing Director, HiTec Marketing
PAT BAZELEY Director, Research Support P/L
EVERT GUMMESSON Professor of Management and Marketing, Stockholm University School of Business, Sweden
THOMAS HALLER Lecturer, Department of Retailing and Marketing, Vienna University of Economics and Business Administration
PETRA KUCHINKA University Assistant, Department of Marketing, Johannes Kepler University, Linz, Austria
ANDREA KURZ Senior Researcher, HiTec Marketing
DIETER MEINHARD Senior Researcher, HiTec Marketing
ANDREAS MILD Assistant Professor, Department of Production Management, Vienna University of Economics and Business Administration
DORIS OHNESORGE Specialist in Cross-Cultural Management
CHAD PERRY Formerly Professor of Marketing and Management, Graduate College of Management, Southern Cross University, Australia
SALLY RAO Lecturer, School of Commerce, University of Adelaide, Australia
THOMAS REUTTERER Assistant Professor, Department of Retailing and Marketing, Vienna University of Economics and Business Administration
BERNHART RUSO Research Assistant, Vienna University of Economics and Business Administration
ASTRID SPRANZ Researcher, Qualitative Consumer Behaviour
ARTHUR SWEENEY Lecturer in Marketing, Charles Sturt University, Australia
CHRISTINE VALLASTER Researcher, WHU Otto Beisheim Graduate School of Management, Germany
GERHARD WÜHRER Professor and Head ofDepartment of Marketing, Johannes Kepler University, Linz, Austria
Riassunto
Qualitative research methodologies are gaining more and more acceptance. This book deals with the application of qualitative methods to marketing management research. It explains different ways of making and analyzing data with qualitative tools, and it describes the generation of results working for researchers as well as for practitioners in marketing management. Teachers and students in marketing and research methodology, as well as researchers and practitioners in marketing management will find useful material on research methods and case study research.
