Handbook of Qualitative Research Methods in Marketing
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
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.
النتائج 1-3 من 83
... 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 ...
... 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 ...
... 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 ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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