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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First , collecting different sources , both within and across categories , is highly desirable . ... Numerous archival collections in museums contain sources to study marketing practice and many universities have collections relevant to ...
Data collection and analysis Data collection is directed at capturing three different types of data . The first is data that the researcher directly copies from the computer - mediated communications of online community members .
Table 12.1 Phases in data collection and analysis Dahl , Honea and Manchandra ( 2003 ) Phase One Data collection and analysis Phase Two Data collection and analysis Fournier ( 1998 ) Phase One Data collection Phase Two Data analysis ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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