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 75
... describe the process as an imaginative reconstruction of the lives of people in other times ( Dray , 1974 ) or as ' creatively thinking one's way a body of information ' ( Bailyn , 1963 , p . 98 ) . It is a process not easily reduced to ...
... describe a technique that they call ' retrospective anchoring and profusion ' ( RAP ) that may be useful to researchers under these conditions . Using RAP , the researcher attempts to ( re- ) situate the participant into a past time ...
Russell W. Belk. Table 30.1 Steps in the ZMET interview Storytelling The informant describes how each image ... describe what else might enter the picture to better understand his thoughts and feelings . Interviewer probe : ' If ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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