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 261
... 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 individual cognitive ...
... 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 individual cognitive ...
الصفحة 467
... approaches appears to be in conjunction with other methods , a multi - method approach is certainly not necessary to gain useful insights into the phenomenon . Having provided a brief review of where and how depth interviews are mainly ...
... approaches appears to be in conjunction with other methods , a multi - method approach is certainly not necessary to gain useful insights into the phenomenon . Having provided a brief review of where and how depth interviews are mainly ...
الصفحة 580
... Approach to Family Life ( R. Hess and G. Handel ) 5 Farb , Peter 4 Febreze 378 , 379 , 380 Feick , Lawrence 112 ... approach 262 clinical approach 261 cultural / linguistic approach 262 discursive / cognitive approach 261 exploratory ...
... Approach to Family Life ( R. Hess and G. Handel ) 5 Farb , Peter 4 Febreze 378 , 379 , 380 Feick , Lawrence 112 ... approach 262 clinical approach 261 cultural / linguistic approach 262 discursive / cognitive approach 261 exploratory ...
المحتوى
History of qualitative research methods in marketing | 3 |
PARADIGMATIC PERSPECTIVES | 17 |
Rethinking the critical imagination | 46 |
حقوق النشر | |
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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 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