Applying qualitative methods to marketing management research / edited by Renate Buber, Johannes Gadner and Lyn Richards.
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| Other Authors: | , , |
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| Format: | Book |
| Language: | English |
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New York :
Palgrave Macmillan,
2004.
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Table of Contents:
- The practical value of adequate marketing management theory / Evert Gummesson
- Qualitative software meets qualitative marketing : are these tools the right tools? / Lyn Richards
- Realism also rules OK : scientific paradigms and case research in marketing / Chad Perry
- Presenting the results of qualitative research to public research administration bodies / Andrea Kurz, Walter Aigner and Dieter Meinhard
- Exploring buying decisions in hypermarkets by means of thinking aloud protocols / Astrid Spranz
- The impact of Internet use on interfirm relationships in Australian Service Industries / Sally Rao and Chad Perry
- Using focus groups to investigate new ideas : principles and an example of Internet-facilitated relationships in a regional financial services institution / Arthur Sweeney and Chad Perry
- Coding : a challenge for researchers / Doris Ohnesorge
- Issues in mixing qualitative and quantitative approaches to research / Pat Bazeley
- Consumer behaviour in recreational areas of shopping malls : a mixed-model research design / Renate Buber, Johannes Gadner and Bernhart Ruyso
- Exploring managerial decisions in export strategy formulation : Australian managers' cognitive maps / Gerhard Wührer
- Action research for studying internal branding / Christine Vallaster
- Developing an internal marketing concept using two methods of data analysis / Tine Adler
- Measuring corporate globalisation : a mixed-method approach to scale development / Petra Kuchinka
- Measuring involvement : item development from focus group interview data / Thomas Haller
- Analysing qualitative data with quantitative methods : an illustration using personalised item recommendation techniques / Thomas Reutterer and Andreas Mild.