{ "item_title" : "Applying Qualitative Methods to Marketing Management Research", "item_author" : [" R. Buber", "J. Gadner", "L. Richards "], "item_description" : "Preface Notes on the Contributors Part I: Marketing Management Meets Qualitative Research The Practical Value of Adequate Marketing Management Theory; E.Gummesson Qualitative Software Meets Qualitative Marketing Research - Are These Tools the Right Tools?; L.Richards Realism also Rules OK: Scientific Paradigms and Case Research in Marketing; C.Perry PART II: Generating Data Presenting The Results of Qualitative Research to Public Research Administration Bodies; A.Kurz, W.Aigner & D.Meinhard Exploring the Buying Decisions in Hypermarkets by Means of Thinking Aloud Protocols; A.Spranz The Impact of Internet Use on Interfirm Relationships in Australian Service Industries; S.Rao & C.Perry Using Focus Groups to Investigate New Ideas: Principles and an Example of Internet Facilitated Relationships in a Regional Financial Services Institution; A.Sweeney & C.Perry Coding: A Challenge for Researchers; D.Ohnesorge PART III: Methods of Analysis Issues in Mixing Qualitative and Quantitative Approaches to Research; P.Bazeley Consumer Behaviour in Recreational Areas of Shopping Malls: A Mixed Model Research Design; R.Buber, J.Gadner & B.Ruso Exploring Managerial Decisions in Export Strategy Formulation - Cognitive Maps of Austrian Managers; G.W hrer Action Research for Studying Internal Branding; C.Vallaster Developing an Internal Marketing Concept Using Two Methods of Data Analysis; T.Adler PART IV: Results That Work for Marketers Measuring Corporate Globalization: A Mixed-Method Approach to Scale Development; P.Kuchinka Measuring Involvement: Item Development from Focus Group Interview Data; T.Haller Analyzing Qualitative Data with Quantitative Methods: An Illustration Using Personalized Recommendation Techniques; T.Reutterer & A.Mild Index", "item_img_path" : "https://covers2.booksamillion.com/covers/bam/1/34/972/506/1349725064_b.jpg", "price_data" : { "retail_price" : "109.99", "online_price" : "109.99", "our_price" : "109.99", "club_price" : "109.99", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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