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Qualitative marketing research / David Carson ... [et al.]

Contributor(s): Carson, David, 1947-.
Publisher: London : SAGE, c2001Description: xii, 239 p. : ill. ; 24 cm.ISBN: 0761963669 (pbk.); 9780761963660 (pbk.).Subject(s): Qualitative research | Marketing researchDDC classification: 658.83
Contents:
Part I SOCIAL SCIENCE RESEARCH AND MARKETING 1 Philosophy of Research -- 2 Scope of Research in Marketing -- 3 Design of a Research Problem -- 4 Academic, Business and Practitioner Research -- Part II QUALITATIVE RESEARCH METHODOLOGIES: 5 Justification of a Qualitative Research Methodology - 6 In-depth Interviewing - 7 Case-based Research - 8 Focus Group Interviewing - 9 Observation Studies - 10 Ethnography and Grounded Theory - 11 Action Research and Action Learning -- Part III APPLICATIONS AND OUTCOMES OF QUALITATIVE RESEARCH: 12 Organizing, Processing and Visualizing Data - 13 Writing Qualitative Research Reports - 14 Integrative Multiple Mixes of Methodologies - 15 Qualitative Research: Future Evolution.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU
658.83 QUA (Browse shelf) 1 Available SHTEx,70002,04,GR 5000036475
Main Collection Taylor's Library-TU
658.83 QUA (Browse shelf) 1 Available TBSxx,34007,04,GR 5000019366
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 4, BayNo 6

 658.83 QUA (Browse shelf) 1 Available TBSxx,34007,04,GR 5000019367

Includes bibliographical references and index.

Part I SOCIAL SCIENCE RESEARCH AND MARKETING 1 Philosophy of Research -- 2 Scope of Research in Marketing -- 3 Design of a Research Problem -- 4 Academic, Business and Practitioner Research -- Part II QUALITATIVE RESEARCH METHODOLOGIES: 5 Justification of a Qualitative Research Methodology - 6 In-depth Interviewing - 7 Case-based Research - 8 Focus Group Interviewing - 9 Observation Studies - 10 Ethnography and Grounded Theory - 11 Action Research and Action Learning -- Part III APPLICATIONS AND OUTCOMES OF QUALITATIVE RESEARCH: 12 Organizing, Processing and Visualizing Data - 13 Writing Qualitative Research Reports - 14 Integrative Multiple Mixes of Methodologies - 15 Qualitative Research: Future Evolution.