Market sensing and qualitative research
Book chapter
Hancock, C. and Longbottom, D. 2025. Market sensing and qualitative research. in: Lawson, A. and Hancock, C. (ed.) Doing Marketing Research: Alternative Methods for Market Sensing Oxon Routledge. pp. 3-10
| Authors | Hancock, C. and Longbottom, D. |
|---|---|
| Editors | Lawson, A. and Hancock, C. |
| Abstract | This chapter provides an understanding of qualitative research and how researchers can seek an alternative approach to exploring a phenomenon. The chapter discusses a clear approach to a variety of stances of qualitative research and commences with philosophy, through to research design and strategy. It provides a good foundation for understanding the nature of qualitative research. |
| Keywords | Market sensing; Qualitative research |
| Page range | 3-10 |
| Year | 2025 |
| Book title | Doing Marketing Research: Alternative Methods for Market Sensing |
| Publisher | Routledge |
| Place of publication | Oxon |
| Edition | 2nd |
| ISBN | 9781032972244 |
| Digital Object Identifier (DOI) | https://doi.org/10.4324/9781003592808-2 |
| Web address (URL) | https://www.routledge.com/Doing-Marketing-Research-Alternative-Methods-for-Market-Sensing/Lawson-Hancock/p/book/9781032972244 |
| File | File Access Level Controlled |
| Output status | Published |
| Publication dates | |
| Online | 31 Mar 2025 |
| Publication process dates | |
| Deposited | 17 Jul 2025 |
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