Qualitative Marketing Research

by David Carson

• ISBN13: 9780761963660
• ISBN10: 0761963669
• Format: Paperback
• Copyright: 2001-03-22
• Publisher: Sage Publications Ltd

Summary

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.

Author Biography

David Carson is Professor of Marketing at University of Ulster Audrey Gilmore is Reader in Marketing at University of Ulster Chad Perry is Professor of Marketing and Management at Southern Cross University, Coolangatta, Australia Kjell Gronhaug is Professor of Marketing at the Norwegian School of Economics and Business Administration in Bergen

Table of Contents

About the Authors	vii
Preface	ix
Acknowledgements	xiii
Part I SOCIAL SCIENCE RESEARCH AND MARKETING	1	(60)
Philosophy of Research	1	(20)
Scope of Research in Marketing	21	(13)
Design of a Research Problem	34	(14)
Academic, Business and Practitioner Research	48	(13)
Part II QUALITATIVE RESEARCH METHODOLOGIES	61	(111)
Justification of a Qualitative Research Methodology	61	(12)
In-depth Interviewing	73	(19)
Case-based Research	92	(21)
Focus Group Interviewing	113	(19)
Observation Studies	132	(14)
Ethnography and Grounded Theory	146	(12)
Action Research and Action Learning	158	(14)
Part III APPLICATIONS AND OUTCOMES OF QUALITATIVE RESEARCH	172	(60)
Organizing, Processing and Visualizing Data	172	(16)
Writing Qualitative Research Reports	188	(16)
Integrative Multiple Mixes of Methodologies	204	(12)
Qualitative Research: Future Evolution	216	(16)
Index	232