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. |
من داخل الكتاب
النتائج 1-3 من 63
الصفحة 149
... asked the interviewer if anyone had ever responded with a 7 , indicating no concern whatsoever . She ignored his comment , and asked him for his number . Baby talk may help squeamish respondents cope with unpleasant topics , but the ...
... asked the interviewer if anyone had ever responded with a 7 , indicating no concern whatsoever . She ignored his comment , and asked him for his number . Baby talk may help squeamish respondents cope with unpleasant topics , but the ...
الصفحة 204
... asked to indicate the degree of association in their thoughts , feelings , actions and experience for all possible pairs of attachments . After filling the matrix the respondents were given the cards with their attachments and asked to ...
... asked to indicate the degree of association in their thoughts , feelings , actions and experience for all possible pairs of attachments . After filling the matrix the respondents were given the cards with their attachments and asked to ...
الصفحة 456
... asked to select an important story and to discuss why it was important , and similarly to select a story they believed to be true . For each instance , they were also asked how they felt about other people disbelieving or hating that ...
... asked to select an important story and to discuss why it was important , and similarly to select a story they believed to be true . For each instance , they were also asked how they felt about other people disbelieving or hating that ...
المحتوى
History of qualitative research methods in marketing | 3 |
PARADIGMATIC PERSPECTIVES | 17 |
Rethinking the critical imagination | 46 |
حقوق النشر | |
24 من الأقسام الأخرى غير ظاهرة
طبعات أخرى - عرض جميع المقتطفات
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