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 83
... explore young adult responses to advertising . Conflict groups Participants who have opposing views on a subject are deliberately recruited so that the discussion can highlight core issues , differences and , perhaps , ways to resolve ...
... explore this important issue of how consumers , marketing - related sites or topics in general ( e.g. the ' standard package ' for consumers ) change over time . Furthermore , retrospective techniques offer researchers the opportunity ...
... explore intriguing questions concerning sales success . We focus on depth , or long , interviews ( McCracken , 1988 ) . We do not set out to discuss how to conduct these interviews , as many other sources , in both this book and others ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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