Qualitative Marketing Research

Qualitative Marketing Research
Author :
Publisher : SAGE
Total Pages : 254
Release :
ISBN-10 : 9781446205358
ISBN-13 : 1446205355
Rating : 4/5 (355 Downloads)

Book Synopsis Qualitative Marketing Research by : David Carson

Download or read book Qualitative Marketing Research written by David Carson and published by SAGE. This book was released on 2001-02-01 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 Related Books