Lecture Marketing research (12th edition) - Chapter 8: Information collection: Qualitative and observational methods
Lecture Marketing research (12th edition) - Chapter 8: Information collection: Qualitative and observational methods
Chapter 8 - Information collection: Qualitative and observational methods. In this chapter, the following content will be discussed: Marketing research, qualitative research methods, use of computers in qualitative research, individual in-depth interviews, focus group discussions,...