Tools

LEADER 03115cam a22003854a 4500

001 ocm52471793;

003 OCoLC;

005 20141212180951.0;

008 030617s2004 nyua b 001 0 eng ;

010 a| 2003056406;

020 a| 1403916608 (cloth);

035 a| (Sirsi) o52471793;

035 a| (OCoLC)52471793;

042 a| pcc;

049 a| EREE;

050 00 a| HF5415.13b| .A664 2004;

082 00 a| 658.8/007/22| 21;

245 00 a| Applying qualitative methods to marketing management research /c| edited by Renate Buber, Johannes Gadner and Lyn Richards.;

260 a| New York :b| Palgrave Macmillan,c| 2004.;

300 a| xx, 292 pages :b| illustrations ;c| 23 cm;

336 a| text2| rdacontent;

337 a| unmediated2| rdamedia;

338 a| volume2| rdacarrier;

504 a| Includes bibliographical references and index.;

505 0 a| The practical value of adequate marketing management theory / Evert Gummesson -- Qualitative software meets qualitative marketing : are these tools the right tools? / Lyn Richards -- Realism also rules OK : scientific paradigms and case research in marketing / Chad Perry -- Presenting the results of qualitative research to public research administration bodies / Andrea Kurz, Walter Aigner and Dieter Meinhard -- Exploring buying decisions in hypermarkets by means of thinking aloud protocols / Astrid Spranz -- The impact of Internet use on interfirm relationships in Australian Service Industries / Sally Rao and Chad Perry -- Using focus groups to investigate new ideas : principles and an example of Internet-facilitated relationships in a regional financial services institution / Arthur Sweeney and Chad Perry -- Coding : a challenge for researchers / Doris Ohnesorge -- Issues in mixing qualitative and quantitative approaches to research / Pat Bazeley -- Consumer behaviour in recreational areas of shopping malls : a mixed-model research design / Renate Buber, Johannes Gadner and Bernhart Ruyso -- Exploring managerial decisions in export strategy formulation : Australian managers' cognitive maps / Gerhard Wührer -- Action research for studying internal branding / Christine Vallaster -- Developing an internal marketing concept using two methods of data analysis / Tine Adler -- Measuring corporate globalisation : a mixed-method approach to scale development / Petra Kuchinka -- Measuring involvement : item development from focus group interview data / Thomas Haller -- Analysing qualitative data with quantitative methods : an illustration using personalised item recommendation techniques / Thomas Reutterer and Andreas Mild.;

650 0 a| Qualitative research.=| ^A459026;

700 1 a| Buber, Renate,d| 1954-=| ^A589041;

700 1 a| Gadner, Johannes.=| ^A589042;

700 1 a| Richards, Lyn,d| 1944-=| ^A267134;

994 a| X0b| ERE;

596 a| 1;

998 a| 983778;

999 a| HF5415.13 .A664 2004w| LCc| 1i| 30372013282212d| 5/6/2009e| 1/11/2007f| 3/27/2009g| 1l| JGESm| JOYNERn| 1p| $54.60r| Ys| Yt| JGESBKu| 12/6/2004x| BOOKz| JSTACKSo| .STAFF. 0;

Applying qualitative methods to marketing management research / edited by Renate Buber, Johannes Gadner and Lyn Richards.

Other author	Buber, Renate, 1954-
Other author	Gadner, Johannes.
Other author	Richards, Lyn, 1944-
Format	Book
Publication Info	New York : Palgrave Macmillan, 2004.
Description	xx, 292 pages : illustrations ; 23 cm
Subjects	Marketing--Management. --Research. --Methodology. Qualitative research.

Contents	The practical value of adequate marketing management theory / Evert Gummesson -- Qualitative software meets qualitative marketing : are these tools the right tools? / Lyn Richards -- Realism also rules OK : scientific paradigms and case research in marketing / Chad Perry -- Presenting the results of qualitative research to public research administration bodies / Andrea Kurz, Walter Aigner and Dieter Meinhard -- Exploring buying decisions in hypermarkets by means of thinking aloud protocols / Astrid Spranz -- The impact of Internet use on interfirm relationships in Australian Service Industries / Sally Rao and Chad Perry -- Using focus groups to investigate new ideas : principles and an example of Internet-facilitated relationships in a regional financial services institution / Arthur Sweeney and Chad Perry -- Coding : a challenge for researchers / Doris Ohnesorge -- Issues in mixing qualitative and quantitative approaches to research / Pat Bazeley -- Consumer behaviour in recreational areas of shopping malls : a mixed-model research design / Renate Buber, Johannes Gadner and Bernhart Ruyso -- Exploring managerial decisions in export strategy formulation : Australian managers' cognitive maps / Gerhard Wührer -- Action research for studying internal branding / Christine Vallaster -- Developing an internal marketing concept using two methods of data analysis / Tine Adler -- Measuring corporate globalisation : a mixed-method approach to scale development / Petra Kuchinka -- Measuring involvement : item development from focus group interview data / Thomas Haller -- Analysing qualitative data with quantitative methods : an illustration using personalised item recommendation techniques / Thomas Reutterer and Andreas Mild.
Bibliography note	Includes bibliographical references and index.
LCCN	2003056406
ISBN	1403916608 (cloth)

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Library	Location	Call Number	Status	Item Actions
Joyner	General Stacks	HF5415.13 .A664 2004	✔ Available	Place Hold

Applying qualitative methods to marketing management research / edited by Renate Buber, Johannes Gadner and Lyn Richards.

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