Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to management studies and marketing

Business-to-business marketing research deals with a variety of topics which require different qualitative and quantitative research approaches. Although there may be situations where either a qualitative or a quantitative approach is sufficient, in many cases it is necessary to combine...

This paper focuses on the use of qualitative studies in business to business research. It highlights some of the differences and similarities between qualitative methods to illustrate the methodological consequences of choosing one method in preference to another. Three methods are presented:...