Market Research Methodologies: Multi-Method and Qualitative Approaches, 1st Edition

  • Ali Ghorbani
  • Amandeep Takhar-Lail
  • Published By: Business Science Reference
  • ISBN-10: 1466663723
  • ISBN-13: 9781466663725
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 300 Pages | eBook
  • Original Copyright 2014 | Published/Released March 2016
  • This publication's content originally published in print form: 2014

  • Price:  Sign in for price



Human inquiry has served as the impetus for a number of developments throughout history. Seeking new knowledge about the world around us helps to drive our progress and push us to discover innovative improvements. This drive lends itself to the development of qualitative research. MARKET RESEARCH METHODOLOGIES: MULTI-METHOD AND QUALITATIVE APPROACHES 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, this book is a fundamental reference source for PhD students, graduate students, and academics within the business field who wish to understand how these methods can be employed to extract data from particular environments.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series.
Titles in This Series.
Editorial Advisory Board.
Table of Contents.
Detailed Table of Contents.
Qualitative Approaches.
1: Author/Authority.
2: Reflexivity in Qualitative Research: A Researcher and Informant Perspective.
3: Grounded Theory and Market Research.
4: Innovative Research Methodology.
5: Netnography: An Internet-Optimized Ethnographic Research Technique.
6: The Observation.
Multi-Method Approaches.
7: Triangulation in Organizational Research: Validating Knowledge in Human Competence at Work.
8: Analysing Blogs in Market Research.
9: Theoretical and Empirical Comparative Analysis on Quantitative and Qualitative Marketing Researches.
10: Qualitative Communication Research Methods and Techniques.
11: Qualitative Response Regression Modeling.
12: Multi-Method Analysis.
13: The Second Generation of the Laddering Methodology.
14: Problem-Based Learning Methodology.
Related References.
Compilation of References.
About the Contributors.