Handbook of Qualitative Research Methods in Marketing
Russell W. Belk
Edward Elgar, 2006 - 595 من الصفحات
The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in:
- research paradigms such as grounded theory and semiotics
Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.
النتائج 1-3 من 83
... Belk could fill a chapter , as Belk is an industry in himself . Readers are referred to his vita ( 2005 ) to see his publications , both in text and in film . His leadership led to Highways and Buyways : Naturalistic Research from the ...
... Belk , Russell W. ( 1991 ) , ' Epilogue : lessons learned ' , in Russell W. Belk ( ed . ) , Highways and Buyways : Naturalistic Research From the Consumer Behavior Odyssey , Provo , UT : Association for Consumer Research , pp . 234-8 ...
... ( Belk , 1998 ; Kozinets , 2002 ; Belk and Kozinets , 2005a , 2005b ) . As they have pointed out , this embrace and integration entails the epistemological and institutional migration of visual media into the mainstream of the field , an ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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