Qualitative Research In Intelligence And Marketing Book

	Preface	ix
	Acknowledgments	xi
1.	Introduction	1
I.	Parallels, Agendas, and Options	7
2.	Competitive Intelligence as Qualitative Alternative	9
3.	Marketing Research: Merging with Another Qualitative Tradition	27
II.	Competitive Intelligence and Cross-Disciplinary Tools	47
4.	Justifying Qualitative Methods	49
5.	The Qualitative Espionage Model	73
6.	Competitive Intelligence, the Planning Process, and Marketing	91
7.	The Process of Intelligence	101
8.	The Qualitative Social Sciences and Competitive Intelligence	113
9.	The Humanities and Competitive Intelligence	137
10.	Culture at a Distance: A Lesson from World War II	157
III.	Operationalizing the Social Sciences and the Humanities	179
11.	Competitive Intelligence at a Distance: Learning from World War II	181
12.	The Qualitative Audit	199
	Epilogue: The 10 Percent Edge	225
Appendix 1	The Use and Abuse of Warfare and Sports Analogies	227
Appendix 2	The "Care and Feeding" of Humanists	231
	Index	241