QUALITATIVE MARKETING RESEARCH by David J. Carson, Audrey Gilmore, Chad Perry ( 9780761963653 )

Item Details

Title:

QUALITATIVE MARKETING RESEARCH

By:

David J. Carson, Audrey Gilmore, Chad Perry

Format:

Hardback

List price:

£162.00

Our price:

£145.80

Discount:

10% off

You save:

£16.20

ISBN 10:

0761963650

ISBN 13:

9780761963653

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Publisher:

SAGE PUBLICATIONS INC

Pub. date:

1 February, 2001

Edition:

Abridged edition

Pages:

256

Description:

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.

Synopsis:

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.

Publication:

Imprint:

SAGE Publications Inc

Returns:

Returnable

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