Handbook of Qualitative Research Methods in Marketing
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.
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Russell W. Belk. From the establishment of the Association for Consumer Research in 1970 and the Journal of Consumer Research in 1974 , there has been a steady flow of reports from the qualitative workers of the last 35 years .
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 .
Russell W. Belk. I 1 and the general in ethnographic analyses ( Maurer , 2005 ) . Ethnography lives , breathes , relies on and finds its strength in the details , in the specifics of individual instances , lives and examples .
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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