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Description - Qualitative Marketing Research by David J. Carson

As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. 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.

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Book Details

ISBN: 9780761963660
ISBN-10: 0761963669
Format: Paperback
(234mm x 156mm x 13mm)
Pages: 256
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 1-Feb-2001
Country of Publication: United States

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Author Biography - David J. Carson

Professor of services marketing Research areas: - Research methods - Innovations - Buyer behaviour - Marketing strategy - Strategy - Marketing strategies in emergent markets