Applying Qualitative Methods to Marketing Management Research

Qualitative research methodologies are gaining more and more acceptance. This book deals with the application of qualitative methods to marketing management research. It explains different ways of making and analysing data with qualitative tools, and it describes the generation of results working for researchers as well as for practitioners in marketing management. Teachers and students in marketing and research methodology, as well as researchers and practitioners in marketing management should find useful material on research methods and case study research.

Author Biography

RENATE BUBER is Assistant Professor in Marketing at the University of Economics and Business Administration, Vienna. She has been Visiting Professor at the Institute for Institutional Studies at Rhamkhamhaeng University, Bangkok, Thailand. She currently heads a two-year research project on consumer behaviour. – JOHANNES GADNER is a researcher at and secretary of the Institute of Knowledge Organization, Vienna, where his main research interests include knowledge organisation, cognitive science, epistemology and hermeneutics. – LYN RICHARDS is Director of Research Services at QSR International, Melbourne, Australia. She is the author of a number of books and has taught qualitative methods and qualitative software to thousands of researchers all over the world.