LEADER 02440nam 2200505 a 450 001 9910463061803321 005 20200520144314.0 010 $a1-4462-0535-5 010 $a0-7619-6366-9 010 $a1-84920-962-6 035 $a(OCoLC)850193753 035 $a(MiAaPQ)EBC1046478 035 $a(PPN)227917294 035 $a(Au-PeEL)EBL1046478 035 $a(CaPaEBR)ebr10668417 035 $a(CaONFJC)MIL495483 035 $a(OCoLC)847527103 035 $a(StDuBDS)EDZ0000018739 035 $a(EXLCZ)992670000000385958 100 $a20110121d2001 fy 0 101 0 $aeng 135 $aurun||||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 00$aQualitative marketing research$b[electronic resource] /$fDavid Carson ... [el al.] 210 $aLondon $cSAGE$d2001 215 $a1 recurso en línea 311 $a0-7619-6365-0 320 $aIncludes bibliographical references and index. 327 $aCover; Table of Contents; Preface; Part I : Social Science Research and Marketing; 1 - Philosophy of Research; 2 - Scope of Research in Marketing; 3 - Design of a Research Problem; 4 - Academic, Business and Practitioner Research; Part II : Qualitative Research Methodologies; 5 - Justification of a Qualitative Research Methodology; 6 - In-depth Interviewing; 7 - Care-based Research; 8 - Focus Group Interviewing; 9 - Observational Studies; 10 - Ethnography and Grounded Theory; 11 - Action Research and Action Learning; Part III : Applications and Outcomes of Qualitative Research; 12 - Organizing, Processing and Visualizing Data13 - Writing Qualitative Research Reports; 14 - Integrative Multiple Mixes of Methodologies; 15 - Qualitative Research : Future Evolution; Index 330 8 $aQualitative 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. 606 $aQualitative research 606 $aMarketing research 608 $aElectronic books. 615 0$aQualitative research. 615 0$aMarketing research. 676 $a658.8/3 701 $aCarson$b David$f1947-$01039855 801 0$bStDuBDS 801 1$bStDuBDS 906 $aBOOK 912 $a9910463061803321 996 $aQualitative marketing research$92462298 997 $aUNINA