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Market research methodologies : multi-method and qualitative approaches

Author: Amandeep Takhar-Lail; Ali Ghorbani
Publisher: Hershey, PA : Business Science Reference, [2015]
Series: Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"This book brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations, focusing on vital concepts such as data validity, triangulation, and reliability"--
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Document Type: Book
All Authors / Contributors: Amandeep Takhar-Lail; Ali Ghorbani
ISBN: 9781466663718 1466663715
OCLC Number: 880239337
Description: xxv, 300 pages : illustrations ; 29 cm.
Contents: Author/Authority --
Reflexivity in qualitative research: a researcher and informant perspective --
Grounded theory and market research --
Innovative research methodology --
Netnography: an Internet-optimized ethnographic research technique --
The observation --
Triangulation in organizational research : validating knowledge in human competence at work --
Analysing blogs in market research --
Theoretical and empirical comparative analysis on quantitative and qualitative marketing --
Qualitative communication research methods and techniques --
Qualitative response regression modeling --
Multi-method analysis --
The second generation of the laddering methodology --
Problem-based learning methodology.
Series Title: Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
Responsibility: Amandeep Takhar-Lail, University of Bedfordshire, UK, Ali Ghorbani, Payame Noor University, Iran, [editors].

Abstract:

"This book brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations, focusing on vital concepts such as data validity,  Read more...

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