Applying qualitative methods to marketing management research
2004
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Qualitative research methodologies are gaining more and more acceptance. This text deals with the application of qualitative methods to marketing management research. It explains different ways of making and analysing data with qualitative tools.
Main title:
Applying qualitative methods to marketing management research / edited by Renate Buber, Johannes Gadner and Lyn Richards.
Imprint:
Basingstoke : Palgrave Macmillan, 2004.
Collation:
xx, 292 p. : ill. ; 23 cm.
Notes:
Includes bibliographical references and index.
ISBN:
9781403916600 (hbk)
Dewey class:
658.80072
Language:
English
BRN:
1883303