Qualitative Marketing Research
- David Carson - University of Ulster, Ireland, University of Wyoming, USA
- Audrey Gilmore - University of Ulster, Ireland
- Chad Perry - Southern Cross University, Coolangatta
- Kjell Gronhaug - Norwegian School of Economics and Business Administration, Bergen
Marketing Research
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.
Very essential for qualitative marketing research within SME sectors.
One of the book main strengths is its focus on the links between philosophy and practice. Inevitably the author had to cut corners at times in the light of the wide scope of the topic. For instance the definition of action research does not seem to include the human justice dimension and the book could benefit from a clearer distinction between this method and its tools of research.
Excellent for research methodologies for students of marketing and entrepreneurship
