Qualitative Marketing Research
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 i…
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Produktdetails
Weitere Autoren: Gilmore, Audrey / Gronhaug, Kjell
- ISBN: 978-0-7619-6366-0
- EAN: 9780761963660
- Produktnummer: 8417951
- Verlag: Sage Publications UK
- Sprache: Englisch
- Erscheinungsjahr: 2001
- Seitenangabe: 256 S.
- Masse: H23.4 cm x B15.6 cm x D1.3 cm 395 g
- Abbildungen: Paperback
- Gewicht: 395
Über den Autor
Professor of services marketing
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