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portada Applying Qualitative Methods to Marketing Management Research
Type
Physical Book
Publisher
Author
Language
English
Pages
292
Format
Paperback
Dimensions
21.6 x 14.0 x 1.8 cm
Weight
0.40 kg.
ISBN13
9781349725069
Categories

Applying Qualitative Methods to Marketing Management Research

Buber, R. ; Gadner, J. ; Richards, L. (Author) · Palgrave MacMillan · Paperback

Applying Qualitative Methods to Marketing Management Research - Buber, R. ; Gadner, J. ; Richards, L.

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Synopsis "Applying Qualitative Methods to Marketing Management Research"

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.

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