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 78
الصفحة 76
... collections . Witkowski ( 2003 ) based his study of World War II posters largely on the online collection of the Northwestern University Library . Analysis and writing The analysis of qualitative historical data involves interpretation ...
... collections . Witkowski ( 2003 ) based his study of World War II posters largely on the online collection of the Northwestern University Library . Analysis and writing The analysis of qualitative historical data involves interpretation ...
الصفحة 132
Russell W. Belk. 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 ...
Russell W. Belk. 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 ...
الصفحة 159
... collection and analysis Phase Two Data collection and analysis Fournier ( 1998 ) Phase One Data collection Phase Two Data analysis Phase Three Data analysis 307 intercept interviews ( 286 usable ) Deductive coding into three broad ...
... collection and analysis Phase Two Data collection and analysis Fournier ( 1998 ) Phase One Data collection Phase Two Data analysis Phase Three Data analysis 307 intercept interviews ( 286 usable ) Deductive coding into three broad ...
المحتوى
History of qualitative research methods in marketing | 3 |
PARADIGMATIC PERSPECTIVES | 17 |
Rethinking the critical imagination | 46 |
حقوق النشر | |
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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