Written for students, scholars, and marketing research practitioners by three qualitative marketing research pioneers, this book takes readers through the basic
This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader contex
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 marke
How is qualitative marketing and consumer research conducted today? - What is rigorous research in this field? - What are the new, cutting edge techniques? Writ
This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to researc