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
... contexts that have a high likelihood of impacting consumer and marketing theory . We restrict our attention to the problem of selecting contexts for interpretive research because context is a prominent characteristic of much ...
... context for the theoretical context ; the theoretical context enabled top - tier publications modifying theories of service encounters , service satisfaction drivers and the tactical role of front line service personnel ( Arnould and ...
... context and a theory , but also between a context and themselves . Second , while we have argued for a more systematic examination of the relationship between context and theory in advance of selecting a context , contexts that are ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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