Qualitative Marketing Research

Acknowledgments

In completing this volume, I have been benefitted by discussions with my colleagues within and outside EGADE Business School. I am thankful to Dr. Ernesto Amoros, Professor and Associate National Director of Doctoral Program at EGADE Business School, Mexico, who has given me the opportunity to deliver courses on qualitative research in the doctoral program. I thank all my students of graduate and doctoral programs at EGADE Business School for sharing enriching ideas on the subject during classroom discussions, which helped in building this book on the framework of innovative ideas. This book is an outgrowth of my teaching new concepts in qualitative research to doctoral research scholars and working managers in the MBA program. ...