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.
Action Research and Action Learning
Action Research and Action Learning[Page 158]
The term ‘action research’ was invented and introduced by the eminent social scientist Kurt Lewin over 50 years ago (Lewin 1946). Since then, it has become acclaimed and criticized. There are several reasons for such controversy. For example, the label of action research is rather broad, ...