Applying Qualitative Methods to Marketing Management Research

R. Buber

ISBN 10: 1403916608 / ISBN 13: 9781403916600

Published by Palgrave Macmillan UK Dez 2003, 2003

About this Item

Neuware - 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.

Seller Inventory # 9781403916600

Bibliographic Details

• Title: Applying Qualitative Methods to Marketing Management Research
• Publisher: Palgrave Macmillan UK Dez 2003
• Publication Date: 2003
• Language: English
• ISBN 10: 1403916608
• ISBN 13: 9781403916600
• Binding: Buch
• Condition: Neu
• Dimensions: 234W x 158H x 21D millimeters 234 millimeters width by 158 millimeters height by 21 millimeters depth
• Weight: 490 grams

About this title

Synopsis

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.

About the Author

TINE ADLER Managing Director, Innot gmbh (Crisis Management and Training) WALTER AIGNER Co-founder and Managing Director, HiTec Marketing PAT BAZELEY Director, Research Support P/L EVERT GUMMESSON Professor of Management and Marketing, Stockholm University School of Business, Sweden THOMAS HALLER Lecturer, Department of Retailing and Marketing, Vienna University of Economics and Business Administration PETRA KUCHINKA University Assistant, Department of Marketing, Johannes Kepler University, Linz, Austria ANDREA KURZ Senior Researcher, HiTec Marketing DIETER MEINHARD Senior Researcher, HiTec Marketing ANDREAS MILD Assistant Professor, Department of Production Management, Vienna University of Economics and Business Administration DORIS OHNESORGE Specialist in Cross-Cultural Management CHAD PERRY Formerly Professor of Marketing and Management, Graduate College of Management, Southern Cross University, Australia SALLY RAO Lecturer, School of Commerce, University of Adelaide, Australia THOMAS REUTTERER Assistant Professor, Department of Retailing and Marketing, Vienna University of Economics and Business Administration BERNHART RUSO Research Assistant, Vienna University of Economics and Business Administration ASTRID SPRANZ Researcher, Qualitative Consumer Behaviour ARTHUR SWEENEY Lecturer in Marketing, Charles Sturt University, Australia CHRISTINE VALLASTER Researcher, WHU Otto Beisheim Graduate School of Management, Germany GERHARD WÜHRER Professor and Head ofDepartment of Marketing, Johannes Kepler University, Linz, Austria