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 45
... ethnic groups , in this case , white ethnicity and culture in the US and abroad in relation to market culture . As more and more societies in the world are multicultural and as markets gain ground as cultural institutions , it is ...
... ethnicity . It directs attention to national circumstances , with ethnic relations intimately tied to nation building . Examples include Hero's ( 1992 ) work on Latinos ' / as ' voting patterns across the US and Rosales ' ( 2000 ) work ...
... ethnic groups see consumption . It is crucial that we expand work on ethnic identity to include ethnic group members ' sense of themselves as consumers . We have detoured theoretically in separating ethnic identity as an individual ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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