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 86
... construct . In the process of exploring a context that differs meaningfully from those previously employed , questions about the nature of well - recognized constructs often arise . An example can be found in Coupland's ( 2005 ) work ...
... construct Focus on facilitators and / or implications Develop new constructs or relationships What is the nature of this newly emergent construct ? Example : Coupland ( 2005 ) identified and analyzed the new construct ' invisible brands ...
... Construct dimensions and properties When grounded theorists are concerned with questions about the nature of a construct ( whether that construct is new to the field or previously identified ) , one theoretical contribution they may ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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