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.

Justification of a Qualitative Research Methodology

This chapter takes the foundations introduced in Part I and illustrates how they will impact upon the choice of a methodology for carrying out research in marketing and marketing management. Initially we focus on the range and scope of predominantly qualitative methodologies and their position in ...

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