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.
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... Cultural theory of advertising Cultural branding theory Self concept theory Select theoretical payoff Marketers and consumers ' cultural memories and multiple cultural representations reproduce the mythic tropes structuring the ...
... cultural formation in the world system is also an ethnography of the system , and therefore cannot be understood only in terms of the conventional single - site miseen - scène of ethnographic research , assuming indeed it is the cultural ...
... Cultural Economy , London : Sage . Freud , Sigmund ( 1950 ) , The Interpretation of Dreams , trans . A.A. Brill , New York : Modern Library . Geertz , Clifford ( 1973 ) , The Interpretation of Cultures , New York : Basic Books . Gitlin ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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