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.

Academic, Business and Practitioner Research

This chapter considers the scope of research in marketing (as opposed to research per se), from the perspective of who does marketing research; who or what is it done for; and what is its chief purpose. In discussing these issues three constituencies of research in marketing are examined:

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