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

Contributor(s): Publication details: London : SAGE, c2001Description: xii, 239 p. : ill. ; 24 cmISBN:
  • 0761963669 (pbk.)
  • 9780761963660 (pbk.)
Subject(s): DDC classification:
  • 658.83 QUA
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.
Holdings
Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Main Collection Taylor's Library-TU

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

 658.83 QUA (Browse shelf(Opens below)) 1 Available SHTEx,70002,04,GR 5000036475

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.