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.
من داخل الكتاب
النتائج 1-3 من 48
1 = } Bedarida , François ( 1991 ) , A Social History of England 1851–1990 , London : Routledge . Benson , John ( 1994 ) , The Rise of Consumer Society in Britain 1880–1980 , London : Longman . Bocock , Robert ( 1993 ) , Consumption ...
Imms , Mike and Gill Ereaut ( 2002 ) , An Introduction to Qualitative Market Research , London : Sage . Janis , Irving L. ( 1982 ) , Groupthink : Psychological Studies of Policy Decisions and Fiascos , 2nd edn , Boston : Houghton ...
Ohmann , Richard ( 1996 ) , Selling Culture , London : Verso . Phillips , Barbara J. and Edward F. McQuarrie ( 2004 ) , ' Beyond visual metaphor : a new typology of visual rhetoric in advertising ' , Marketing Theory ...
ما يقوله الناس - كتابة مراجعة
History of qualitative research methods in marketing
Rethinking the critical imagination 465
25 من الأقسام الأخرى غير ظاهرة