| Description |
pages cm |
| Contents |
1. The Practical Value of Adequate Marketing Management Theory / Evert Gummesson -- 2. Qualitative Software Meets Qualitative Marketing: Are these Tools the Right Tools? / Lyn Richards -- 3. Realism Also Rules OK: Scientific Paradigms and Case Research in Marketing / Chad Perry -- 4. Presenting the Results of Qualitative Research to Public Research Administration Bodies / Andrea Kurz, Walter Aigner and Dieter Meinhard -- 5. Exploring Buying Decisions in Hypermarkets by Means of Thinking Aloud Protocols / Astrid Spranz -- 6. The Impact of Internet Use on Interfirm Relationships in Australian Service Industries / Sally Rao and Chad Perry -- 7. 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 -- 8. Coding: A Challenge for Researchers / Doris Ohnesorge -- 9. Issues in Mixing Qualitative and Quantitative Approaches to Research / Pat Bazeley -- 10. Consumer Behaviour in Recreational Areas of Shopping Malls: A Mixed-Model Research Design / Renate Buber, Johannes Gadner and Bernhart Ruso -- 11. Exploring Managerial Decisions in Export Strategy Formulation: Austrian Managers' Cognitive Maps / Gerhard Wuhrer -- 12. Action Research for Studying Internal Branding / Christine Vallaster -- 13. Developing an Internal Marketing Concept Using Two Methods of Data Analysis / Tine Adler -- 14. Measuring Corporate Globalisation: A Mixed-Method Approach to Scale Development / Petra Kuchinka -- 15. Measuring Involvement: Item Development from Focus Group Interview Data / Thomas Haller -- 16. Analysing Qualitative Data with Quantitative Methods: An Illustration Using Personalised Item Recommendation Techniques / Thomas Reutterer and Andreas Mild |
| Notes |
Formerly CIP. Uk |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing -- Management -- Research -- Methodology.
|
|
Qualitative research.
|
| Genre/Form |
Aufsatzsammlung
|
| Author |
Buber, Renate, 1954-
|
|
Gadner, Johannes.
|
|
Richards, Lyn.
|
| LC no. |
2003056406 |
| ISBN |
1403916608 cloth |
|
