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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The exploratory approach is based on the underlying assumption that people can explain their attitudes and behaviour when asked to do so . Researchers that subscribe to this approach will generate data from participants at the ...
In interpretive approaches , depth interviews are also often used within a multi - method context . ... 1994 ) or a grounded theory approach ( Bansal and Roth , 2000 ) , although certainly many researchers use depth interviews as a sole ...
... and domination 47 extrospection , versus introspection 190-91 Faber , Ronald J. 201 Fabian , Johannes 347 family myths 455 family tradition 457 Family Worlds : A Psychosocial Approach to Family Life ( R. Hess and G. Handel ) 5 Farb ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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