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 76
... Figure 15.1 of Brad's cluster analysis and Figures 15.2 , 15.3 and 15.4 . The relative positioning of the attachments and the selves are depicted in the graphs of the final three dimensional MDS solution in Figures 15.2 , 15.3 and 15.4 ...
... ( Figure 36.6 ) or my Lion With Relaxed Paws ( Figure 36.5 ) depends on questions of taste about which reasonable people may differ . There is , as the old saying conventionally goes , no arguing about taste because , hey , beauty is in ...
... ( Figure 36.5 ) moves in the right direction , but is still too representational to be entirely satisfying . The flamingo's head and feet ( Figure 36.2 ) take a welcome step toward greater abstraction in the sense that the legs and face ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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