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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He had a difficult childhood as his parents were divorced when he was four and the parental figures in his life were constantly degrading and making him feel that he was not good enough . He grew up with a strong need for acceptance ...
Figure 36.8 Fennec fox sleeping dirty , ugly , repulsive NYC sidewalks metaphorically become the wind beneath my wings . If you get sufficiently blown away by this breezy simile , it literally changes your outlook on the abstract human ...
Thus the face of the lion ( 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 ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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