This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build stron

This is a practical and accessible, yet sophisticated introduction to interpretive methods for doing qualitative research projects and dissertations. Bringing t

A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursui

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