Qualitative Research in Marketing


Qualitative Research in Marketing is one in a series of three monographs developed by the American Marketing Association focusing on various forms of marketing research. Assistant Professor Danny Bellenger offers a conceptualization and analysis of several qualitative research techniques that have remained prominent in the marketing community. The topics of discussion include:

  • A definition and evaluation of qualitative research as a business research tool;
  • An analysis of prominent techniques, such as focus group interviews, depth interviews and projective techniques; and,
  • Other aspects of qualitative research, such as sampling, current trends, and analysis.

The text was designed using both scholarly articles and interviews with experienced marketing researchers, blending theoretical and applied concepts. The ultimate goal is to encourage greater discussion and communication among researchers, as well as provide an evaluative tool for managers and consultants.


Book Information

Pages: 76
Published: 1976
New Copyright: 2012
ISBN: 9781613112151
Authors:, ,

Author information

Danny N. Bellenger Danny N. Bellenger

Dr. Danny N. Bellenger is currently the Professor Emeritus of Marketing at the University of Alabama. Formerly, he was the Chair of the Marketing Department of the Robinson College of Business at Georgia State University, as well as a Professor and Department of Marketing Research Fellow. He received his Ph.D, MS, and BS from the University of Alabama. His specializations include marketing theory, marketing management, sales management, and retailing management.

Bellenger’s research interests focus on organizational socialization, motivation, job satisfaction and retail shopping behavior. He has published numerous articles in journals such as Journal of Marketing Research, Journal of Marketing, Journal of Retailing and Journal of Business Research. He has co-authored eight textbooks and monographs and is also the author of more than 40 cases. Before joining Georgia State, Bellenger was the dean of the College of Business at Auburn University.

Jac L. Goldstucker Jac L. Goldstucker

Jac L. Goldstucker is Professor Emeritus of Marketing at the J. Mack Robinson College of Business at Georgia State University. Professor Goldstucker co-authored Qualitative Research in Marketing with Danny N. Bellenger and Kenneth L. Bernhardt in 1976. He also co-edited Marketing Information: A Professional Reference Guide, 3rd edition with Hiram C. Barksdale in 1995.

Kenneth L. Bernhardt Kenneth L. Bernhardt

Kenneth L. Bernhardt is the Special Assistant to the Dean, Regents’ Professor, and Taylor E. Little, Jr. Professor of Marketing at Georgia State University. He earned his B.S. from Washington and Lee University, his M.B.A. from Harvard University and his Ph.D. from the University of Michigan. He has published numerous books, monographs, and articles in leading marketing journals, including Journal of Marketing and Public Policy, Marketing and American Education Research Journal, and Journal of Retailing. His current research involves consumer attitudes and behavior, public policy, product management and services marketing. He is a former president of the Association for Consumer Research and is former chairman of the American Marketing Association.


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