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 88
Russell W. Belk. 5 Qualitative research in advertising : twenty years in revolution Linda M. Scott An impressive body of qualitative research on the topic of advertising has emerged in marketing since the paradigm shift of the 1980s ...
... Advertising , 28 ( 1 ) . Hackley , Christopher ( 2002 ) , ' The panoptic role of advertising agencies in the production of consumer culture ' , Consumption , Markets and Culture , 5 ( 3 ) , 211–29 . Hackley , Christopher E. ( 2003a ) ...
... advertising ' , International Journal of Advertising , 9 ( April - June ) , 121–35 . Benson , Susan Porter ( 1986 ) , Counter Cultures , Bloomington : Indiana University Press . Cook , Daniel Thomas ( 2004 ) , The Commodification of ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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