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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.
The organization, processing and representation of knowledge
becomes increasingly important in all scientific and business
contexts. This book focuses on qualitative methods for knowledge
organization and their contributions to knowledge-based issues of
marketing management research. Besides theoretical discussions of
different approaches to and definitions of knowledge and methods
for knowledge organization, several case studies in the field of
marketing management are presented. Questions of research design,
adequate choice of methodologies and practical relevance of the
results are addressed.
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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