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Market research methodologies : multi-method and qualitative approaches /

"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"--Provided by publisher.

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Bibliographic Details
Corporate Authors: IGI Global
Group Author: Takhar-Lail, Amandeep, 1980- (Editor); Ghorbani, Ali, 1984- (Editor)
Published: IGI Global,
Publisher Address: Hershey, Pa. :
Publication Dates: [2015]
Literature type: eBook
Language: English
Subjects:
Marketing research > Methodology.
Consumers > Research > Methodology.
Qualitative research > Methodology.
Ethnography
Human inquiry
Informant reflexivity
Netnography
Observations
Research reflexivity
Transformative consumer research
Videography
Online Access: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-6371-8
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"--Provided by publisher.
Carrier Form: PDFs (300 pages)
Bibliography: Includes bibliographical references.
ISBN: 9781466663725
Access: Restricted to subscribers or individual electronic text purchasers.
Index Number: HF5415
CLC: F713.5
Contents: Author/authority / Minita Sanghvi -- Reflexivity in qualitative research: a researcher and informant perspective / Amandeep Takhar-Lail, Pepukayi Chitakunye -- Grounded theory and market research / Ali Ghorbani, Hosein Moridsadat, Fatemeh Jafarzadeh -- Innovative research methodology / Ziska Fields -- Netnography: an internet-optimized ethnographic research technique / Shirin Alavi -- The observation / Gemma Garc ia Ferrer -- Triangulation in organizational research: validating knowledge in human competence at work / Ben Tran -- Analysing blogs in market research / Leng Ho Keat -- Theoretical and empirical comparative analysis on quantitative and qualitative marketing researches / Piotr Tarka, Miroslawa Kaczmarek -- Qualitative communication research methods and techniques / Androniki Kavoura, Peter Tomaras -- Qualitative response regression modeling / Aliyu Olayemi Abdullateef -- Multi-method analysis / Przemyslaw Tomczyk -- The second generation of the laddering methodology / Gabriele Morandin, Massimo Bergami, Richard P. Bagozzi -- Problem-based learning methodology / Salvador Sim o Algado, Xavier Ginesta Portet, Jordi de San Eugenio Vela.

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