Qualitative marketing research by Carson, David, 1947- instant download

Qualitative marketing research by Carson, David, 1947- instant download

xii, 239 p. : 24 cm, Includes bibliographical references and index, Machine generated contents note: About the Authors -- Preface -- Acknowledgements 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 11 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 -- i1 Action Research and Action Learning Part IlI APPLICATIONS AND OUTCOMES OF -- QUAIITATIVE RESEARCH 12 Organizing, Processing and Visualizing Data -- i Writing Qualitative Research Reports -- 4 Integrative Multiple Mixes of Methodologies -- IS Qualitative Research: Future Evolution