Written for students, scholars, and marketing research practitioners by three qualitative marketing research pioneers, this book takes readers through the basic

This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to researc

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader contex

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 marke

This book discusses qualitative research modeling and new approaches of qualitative data collection, interpretation of results, reporting, and deriving manageri