Handbook of Qualitative Research Methods in MarketingRussell 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; and special issues such as multi-sited ethnography and research on sensitive topics. |
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النتائج 1-3 من 85
الصفحة 132
... analysis , semiotic analysis , visual analysis , musical analysis , survey work , content analysis , kinesics and any of a world of specialties , as well as the more obvious observational , participative , and interview techniques . In ...
... analysis , semiotic analysis , visual analysis , musical analysis , survey work , content analysis , kinesics and any of a world of specialties , as well as the more obvious observational , participative , and interview techniques . In ...
الصفحة 159
... analysis Phase Two Data collection and analysis Fournier ( 1998 ) Phase One Data collection Phase Two Data analysis Phase Three Data analysis 307 intercept interviews ( 286 usable ) Deductive coding into three broad categories ( 2 ...
... analysis Phase Two Data collection and analysis Fournier ( 1998 ) Phase One Data collection Phase Two Data analysis Phase Three Data analysis 307 intercept interviews ( 286 usable ) Deductive coding into three broad categories ( 2 ...
الصفحة 435
... analysis ) , Peirce ( symbols , icons or indexes ) or Jakobson ( communicative relationships presupposed by the texts ) , we nonetheless convey our findings as a cultural analysis . Indeed this is set up by the research questions them ...
... analysis ) , Peirce ( symbols , icons or indexes ) or Jakobson ( communicative relationships presupposed by the texts ) , we nonetheless convey our findings as a cultural analysis . Indeed this is set up by the research questions them ...
المحتوى
History of qualitative research methods in marketing | 3 |
PARADIGMATIC PERSPECTIVES | 17 |
Rethinking the critical imagination | 46 |
حقوق النشر | |
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عبارات ومصطلحات مألوفة
Advances in Consumer advertising American analysis anthropology approach Arnould Association for Consumer Barq's Belk Broadway client concepts construct consumer behavior consumer culture Consumer Research consumption context critical theory depth interviews discussion ethnic ethnography example experience explore feminist field fieldwork focus group focused Fournier gender global grounded theory identify identity images important individual informants insights interaction interpretive communities introspection involved issues Journal of Consumer Journal of Marketing knowledge Kozinets London marketing and consumer marketing research meaning metaphor methodology Mick multi-sited narrative oral history paradigm participants Peñaloza perspective photographs political postmodern practices Psychology Qualitative Market Research qualitative research questions reflexivity relations relationships representation respondents role Routledge Sage Schouten semiotic Sherry social stories strategies sumer symbolic theoretical Thompson Thousand Oaks tion topics tradition understanding University Press videography visual Wallendorf women writing York Zaltman