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Qualitative Marketing Research

Qualitative Marketing Research

First Edition
  • 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

March 2001 | 256 pages | SAGE Publications Ltd
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.

Philosophy of Research
Scope of Research in Marketing
Design of a Research Problem
Academic, Business and Practitioner Research
Justification of a Qualitative Research Methodology
In-Depth Interviewing
Case-Based Research
Focus Group Interviewing
Observation Studies
Ethnography and Grounded Theory
Action Research and Action Learning
Organizing, Processing and Visualizing Data
Writing Qualitative Research Reports
Integrative Multiple Mixes of Methodologies
Qualitative Research
Future Evolution


Very essential for qualitative marketing research within SME sectors.

Mr Nihar Crisna Naique Amoncar
Faculty of Business and Society, University of South Wales
November 6, 2015

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.

Dr Chahid Fourali
London Metropolitan Business School, London Metropolitan Uni (City Campus)
July 30, 2013

Excellent for research methodologies for students of marketing and entrepreneurship

Ms Jackie Harris
Management and Marketing, University of Wales, Newport
August 6, 2010

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ISBN: 9780761963660

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