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 88
... consumption among the formerly disenfranchised ( Genovese , 1976 ; Hale , 1999 ) . Throughout the history of race in America , in fact , blacks have recognized that consumption would not itself produce freedom , but that the ...
... consumption behavior ( Lynch , 1982 ) . Remnants of the view of place as an influence on consumption behavior ( Belk , 1975 ) remain strong across both paradigms ; the positivist tenets upon which it depends render consumers at worst ...
... consumption behavior to situate consumption within the social domain , viewing ethnicity as a key dimension of the social matrix within which consumption is intelligible . From this view social relations of power are inherent to ethnic ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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