Handbook of Qualitative Research Methods in Marketing
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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For example , Curasi , Price and Arnould ( 2004 ) examined cherished possessions within households and between generations , a focus that brought to light the interdependent roles of narrative , storage , use and display in ...
Other examples of multi - sited consumer research are Schouten and McAlexander ( 1995 ) , who studied bikers , Belk and ... An example of using ' follow the people ' technique is in migration studies , and in studies involving shadowing ...
In order to get beyond the surface brand identities of mass consumer goods , Klein ( 1999 ) traced , for example , Nike shoes back through the chain of commodification and hence uncovered previously unknown brand meanings .
ما يقوله الناس - كتابة مراجعة
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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