Bonita M. Kolb
Abstract
Essential to any student of the discipline, this book offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques
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Essential to any student of the discipline, this book offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques
Key concepts: Qualitative marketing research, Marketing research, Quantitative marketing research, Qualitative research, Presentation (obstetrics), Focus group, Grounded theory, Marketing science