This book will be the foundation of a research career inside and outside universities, in a modern world where efficiency and effectiveness are increasingly emphasised. Part A aims to help readers write their thesis and journal articles in an efficient way; it can be used for both quantitative and qualitative research reports. In the second chapter, this approach to thesis writing leads into a comprehensive guide to efficient article writing. In turn, Part B presents steps in three qualitative social science research methodologies that are particularly effective for unearthing findings about what humans actually do in work and other situations: case, interview and action research. Examples of how to carry out the methodologies are described.

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 methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.