| Applying Qualitative Methods to Marketing Management Research 2004 Edition Contributor(s): Buber, R. (Editor), Gadner, J. (Editor), Richards, L. (Editor) |
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ISBN: 1349725064 ISBN-13: 9781349725069 Publisher: Palgrave MacMillan OUR PRICE: $104.49 Product Type: Paperback - Other Formats Published: December 2003 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - Research - Business & Economics | Management - General |
| Dewey: 658.800 |
| Physical Information: 0.71" H x 5.5" W x 8.5" (0.89 lbs) 292 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Qualitative research methodologies are gaining more and more acceptance. This book deals with the application of qualitative methods to marketing management research. It explains different ways of making and analyzing data with qualitative tools, and it describes the generation of results working for researchers as well as for practitioners in marketing management. Teachers and students in marketing and research methodology, as well as researchers and practitioners in marketing management will find useful material on research methods and case study research. |