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Article Excerpt
David Carson, Audrey Gilmore, Chad Perry and Kjell Gronhaug, Sage Publications, 2001, 239 pp soft cover 18.99 [pounds sterling], ISBN 7619 6366 9
At first sight, the title of this book suggests a specialist text dealing in depth with qualitative marketing research theory and techniques. The preface states that the book 'aims to bring different perspectives to the descriptions of qualitative research methods ... it purposely focuses upon what may be called management studies and most specifically the marketing domain.' Because marketing is essentially a dynamic activity, information has to be kept up to date and the need for deep and detailed qualitative research becomes more crucial. 'Its importance lies in the need to understand phenomena and to gain meaningful insights into circumstances.' Qualitative research can contribute immensely to this understanding: 'hence the rationale for this book.'
The...
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