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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النتائج 1-3 من 83
Schouten , John W. ( 1991 ) , ' Selves in transition : symbolic consumption in personal rites of passage and identity reconstruction ' , Journal of Consumer Research , 17 ( March ) , 412-26 . Schouten , John and ...
Belk , Russell W. , John F. Sherry and Melanie Wallendorf ( 1988 ) , ' A naturalistic inquiry into buyer and seller behavior at a swap meet ' , Journal of Consumer Research , 14 ( March ) , 449–70 .
Kozinets , Robert , John F. Sherry , Diana Storm , Adam Duhachek , Krittinee Nuttavuthisit and Benét DeBerrySpence ( 2002 ) , ' Themed flagship brand stores in the new millennium : theory , practice , prospects ' , Journal of Retailing ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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