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. |
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الصفحة 368
... create rough time - coded transcriptions . In the transcriptions we make special note of quotes , images and observational data ( e.g. , CDs that were in the informant's car at the time ) that capture particular themes or sentiments we ...
... create rough time - coded transcriptions . In the transcriptions we make special note of quotes , images and observational data ( e.g. , CDs that were in the informant's car at the time ) that capture particular themes or sentiments we ...
الصفحة 402
... create a short story . The story should express your thoughts and feelings about Broadway theatre productions and ... creates a summary collage using his images and supplemental images from a database , as needed . meaning themes and ...
... create a short story . The story should express your thoughts and feelings about Broadway theatre productions and ... creates a summary collage using his images and supplemental images from a database , as needed . meaning themes and ...
الصفحة 435
... created video document- ary , bringing in clients as part of the ethnographic endeavor , semiotic analysis of texts ... create meaning for a brand within societies , much less beyond them . In this sense , delving into the meaning with ...
... created video document- ary , bringing in clients as part of the ethnographic endeavor , semiotic analysis of texts ... create meaning for a brand within societies , much less beyond them . In this sense , delving into the meaning with ...
المحتوى
History of qualitative research methods in marketing | 3 |
PARADIGMATIC PERSPECTIVES | 17 |
Rethinking the critical imagination | 46 |
حقوق النشر | |
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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