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 Marketing Research 2001, Sage Publications Ltd, London

ISBN-13: 9780761963653

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Qualitative Marketing Research 2001, Sage Publications (CA), London

ISBN-13: 9780761963660

Trade paperback

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