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Qualitative Marketing Research
book

Qualitative Marketing Research

by Professor Rajagopal Rajagopal
January 2019
Beginner content levelBeginner
196 pages
5h 9m
English
Business Expert Press
Content preview from Qualitative Marketing Research

Preface

Qualitative research practices are growing parallel to quantitative research applications as the market today has been largely influenced by intangible variables, which could be better researched through in-depth inquiries. Consumer behavior is continuously changing, and social media is playing a critical role in determining marketing decisions. Research in the areas of consumer behavior, grapevine effect of social media, and organizational culture can be well studied through qualitative methodology. Qualitative research has emerged today with an enhanced scope in business ­management in conjunction with the social media driven digital marketing, which is increasingly getting complex and multidimensional. The strength of qualitative research ...

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Publisher Resources

ISBN: 9781949991024