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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Contributors Eric Arnould , Professor of Retailing and Consumer Sciences , University of Arizona , USA Shalini Bahl , Assistant Professor , David Eccles School of Business , University of Utah , USA Stacey Menzel Baker , Associate ...
Eileen Fischer , Schulich School of Business , York University , Canada James W. Gentry , Maurice J. and Alice Hollman Professor in Marketing , Department of Marketing , University of Nebraska - Lincoln , USA Güliz Ger , Department of ...
Risto Moisio , University of Nebraska , USA Jeff B. Murray , Professor of Marketing , Walton College of Business , University of Arkansas , USA Jacob Ostberg , Stockholm University , Sweden Laura R. Oswald , Department of Marketing ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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