January 2019
Beginner
196 pages
5h 9m
English
Content preview from Qualitative Marketing Research
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Overview
Evidence-based research is one of the most used methodologies in qualitative research across disciplines from social sciences to medicine and health care. Qualitative research based on cognitive and community-led evidences provides small, but profoundly significant, proofs in social, cultural, and entrepreneurial development emerging from governmental and organizational interventions. This chapter addresses the contemporary trends in evidence-based qualitative research in addition to community-driven methodologies in qualitative research. Action research is another qualitative methodology developed and implemented in social and ethnological perspectives. This chapter defines action research as social ...