Handbook of Qualitative Research Methods in Marketing
Russell 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
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.
النتائج 1-3 من 81
... concerns . These common elements are a synthesized prototype , and any individual technique may vary considerably in the degree to which it exhibits one or another characteristic . Situational dimensions of projective research Decisions ...
... concerned are you about cleanliness down there ? ' He was instructed to reply using a 1 - to - 7 point scale , with 1 ... concerns : disclosure refusal Reluctance can be extreme , and result in a respondent's refusal to answer questions ...
... concerns about their reliability and validity are fairly widespread ( Kassarjian , 1974 ) . Historically these concerns have caused more than a few marketers to recommend using projective methods only with ' extreme caution ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
25 من الأقسام الأخرى غير ظاهرة