Handbook of Qualitative Research Methods in Marketing

الغلاف الأمامي
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
- research contexts such as advertising and brands
- data collection methods such as projectives and netnography
- data analysis methods such as metaphoric and visual analyses
- presentation topics such as videography and reflexivity
- applications such as ZMET applied to Broadway plays and depth interviews with executives
- special issues such as multi-sited ethnography and research on sensitive topics.

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

الصفحة ix
... University of Arizona , USA Shalini Bahl , Assistant Professor , David Eccles School of Business , University of Utah , USA Stacey Menzel Baker , Associate Professor of Marketing and Governor Geringer Scholar , Department of Management ...
الصفحة x
... University of Nebraska - Lincoln , USA Güliz Ger , Department of Marketing , Bilkent University , Turkey Stephen J. Gould , Professor of Marketing , Baruch College , The City University of New York , USA Elizabeth C. Hirschman ...
الصفحة xi
... University of Arkansas , USA Jacob Ostberg , Stockholm University , Sweden Laura R. Oswald , Department of Marketing , ESSEC Business School , France Cele C. Otnes , Professor of Marketing , University of Illinois - Urbana - Champaign ...

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المحتوى

History of qualitative research methods in marketing
3
PARADIGMATIC PERSPECTIVES
17
Rethinking the critical imagination 465
46
حقوق النشر

25 من الأقسام الأخرى غير ظاهرة

طبعات أخرى - عرض جميع المقتطفات

Handbook of Qualitative Research Methods in Marketing
<span dir=ltr>Russell W. Belk</span>‏
معاينة محدودة - 2007

عبارات ومصطلحات مألوفة

activities advertising American analysis approach asked aspects Association become behavior Belk brand chapter collection concerns consider construct consumer behavior Consumer Research consumption context create critical cultural describe discussion emerged ethnic ethnography example experience explore feel field Figure findings focus grounded ideas identify identity images important individual insights interest interpretive interviews introspection involved issues John Journal of Consumer knowledge lives London look marketing research material meaning metaphor methods narrative nature objects observation offer participants particular perspective political position possible practices present Press projective qualitative questions relations relationships represent representation respondents role sense situations social stories strategies suggest techniques theoretical theory things thought tion topics tradition types understanding University values visual women writing York

نبذة عن المؤلف (2006)

Edited by Russell W. Belk, Kraft Foods Canada Chair in Marketing and York University Distinguished Research Professor, Schulich School of Business, York University, Toronto, Canada

معلومات المراجع

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العنوانHandbook of Qualitative Research Methods in Marketing
Research Handbooks in Business and Management Series
المُحررRussell W. Belk
الإصدارمزود بصور توضيحية
الناشرEdward Elgar, 2006
أصلي منمكتبات جامعة "جورجيا"
الكتب ذات التنسيق الرقمي19 تشرين الأول (أكتوبر) 2022
رقم ISBN (الرقم الدولي المعياري للكتاب)1845421000, 9781845421007
عدد الصفحات595 من الصفحات
  
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