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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In the second meeting , respondents were asked to think about the relationships among their attachments using quantitative and qualitative methods . Prior to the meeting the authors independently identified the important attachments in ...
Missed images The informant is asked if there were important ideas he wanted to express but for which he could not find relevant images . Interviewer probe : ' Were there any thoughts and feelings for which you were unable to find an ...
( Science offers foundation stories , also , but they were not asked about in this study . ) Truth and the strength of belief After discussing their early recollections , the respondents were presented with a list of popular stories ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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