Market Research Methodologies: Multi-Method and Qualitative Approaches

Multi-Method and Qualitative Approaches

Human inquiry has served as the impetus for a number of developments throughout history. Seeking new knowledge about the world around us helps to drive our progress and push us to discover innovative improvements. This drive lends itself to the development of qualitative research. Market Research Methodologies: Multi-Method and Qualitative Approaches 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.

This book suggests that thinking critically is something that not only resides in the
higher echelons of positivistic perspectives. Rather, it suggests that critical
approaches also involve social and practical phenomena. Research knowledge
of a complex phenomenon requires a thorough understanding of stakeholders,
which introduces different and enriched perspectives. This book views research
methods from a number of different standpoints to develop the art of critical
thought.