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The use and value of qualitative research studies |
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| Authors: | Kathleen M Wallace |
| Abstract: | Qualitative research provides rich insights into many marketing problems and, with appropriate interpretation, will provide detailed solutions. This article describes the benefits of conducting qualitative research and cites its appropriateness to specific marketing questions. Examples of qualitative research and its application to marketing and business decisions are provided. |
| Keywords: | Address correspondence to: Kathleen M Wallace President Strategic Research Center One Commerce Park Square 23200 Chagrin Boulevard Cleveland Ohio 44122 USA |
| 本文献已被 ScienceDirect 等数据库收录！ | |