Qualitative Marketing Research

ISBN: 9780761963660 出版年：2001 页码：256 Carson, David J Gilmore, Audrey Perry, Chad SAGE Publications Ltd

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