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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الصفحة 497
... anthropology and ethnography , the change to multiple sites has not occurred without opposition . Some researchers express their concern regarding the direction that the discipline of anthropology is leading for , being afraid of losing ...
... anthropology and ethnography , the change to multiple sites has not occurred without opposition . Some researchers express their concern regarding the direction that the discipline of anthropology is leading for , being afraid of losing ...
الصفحة 500
... Anthropology has always been more than fieldwork , but fieldwork has been some- thing an anthropologist should have done ... Perhaps fieldwork will become merely a research tool rather than an essential disposition or professional ...
... Anthropology has always been more than fieldwork , but fieldwork has been some- thing an anthropologist should have done ... Perhaps fieldwork will become merely a research tool rather than an essential disposition or professional ...
الصفحة 507
... Anthropology , 28 , 455-78 . Garbarino , Merwyn S. ( 1983 ) , Sociocultural Theory in Anthropology , Prospect Heights , IL : Waveland Press Inc. Garsten , Christina ( 1994 ) , Apple World , Stockholm Studies in Social Anthropology 33 ...
... Anthropology , 28 , 455-78 . Garbarino , Merwyn S. ( 1983 ) , Sociocultural Theory in Anthropology , Prospect Heights , IL : Waveland Press Inc. Garsten , Christina ( 1994 ) , Apple World , Stockholm Studies in Social Anthropology 33 ...
المحتوى
History of qualitative research methods in marketing | 3 |
developing grounded theories in marketing | 19 |
The semiotic paradigm on meaning in the marketplace | 31 |
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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 mixed methods multi-sited narrative oral history 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