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 81
Allen , Douglas ( 2002 ) , ' Toward a theory of consumer choice as sociohistorically shaped practical experience : the fits - like - a - glove ( FLAG ) framework ' , Journal of Consumer Research , 28 ( March ) , 515-32 .
Fournier , Susan ( 1998 ) , ' Consumers and their brands : developing relationship theory in consumer research ' , Journal of Consumer Research , 24 ( 4 ) , 343–73 . Fournier , Susan and David Glen Mick ( 1999 ) , ' Rediscovering ...
Muñiz , Albert and Thomas C. O'Guinn ( 2001 ) , ' Brand communities ' , Journal of Consumer Research , 27 ( March ) , 412-32 . Muñiz , Albert and Hope Schau ( 2005 ) , ' Religiosity in the abandoned Apple Newton brand community ' ...
ما يقوله الناس - كتابة مراجعة
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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