...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 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 resultant text -- the...

NOTE: All illustrations and photos have been removed from this article.



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