Market Research Methodologies: Multi-method and Qualitative Approaches

Marc Notes: Includes bibliographical references and index.; This book brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations, focusing on vital concepts such as data validity, triangulation, and reliability--; Provided by publisher. Publisher Marketing: This work brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations. Focusing on vital concepts such as data validity, triangulation, and reliability, this book is a fundamental reference source for PhD students, graduate students, and academics within the business field who wish to understand how these methods can be employed to extract data from particular environments.