Qualitative Marketing Research (ePub)
(Sprache: Englisch)
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...
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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.
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.
Autoren-Porträt von David J. Carson, Chad Perry, Audrey Gilmore, Kjell Gronhaug
Professor of services marketingResearch areas:
- Research methods
- Innovations
- Buyer behaviour
- Marketing strategy
- Strategy
- Marketing strategies in emergent markets
Bibliographische Angaben
- Autoren: David J. Carson , Chad Perry , Audrey Gilmore , Kjell Gronhaug
- 2001, 256 Seiten, Englisch
- Verlag: Sage Publications
- ISBN-10: 1446234983
- ISBN-13: 9781446234983
- Erscheinungsdatum: 01.02.2001
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: ePub
- Größe: 1.11 MB
- Mit Kopierschutz
Sprache:
Englisch
Kopierschutz
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