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Qualitative Marketing Research

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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 intel...

By David Carson
Paperback: 258 pages
Publisher: Sage Publications; First edition (March 22, 2001)
Language: English
ISBN-10: 0761963669
ISBN-13: 978-0761963660
Product Dimensions: 6.2 x 0.6 x 9.2 inches
Format: PDF Text djvu ebook

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Good approach to qualitative marketing research going from the fundamentals of its philosophy to the application of the different techniques of the field....

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