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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The Apple loyalists observed by Muniz and O'Guinn ( 2001 ) feel the most aggrieved of the three brand communities studied , likely obtaining their sense of oppositionality and imminent threat from Apple's relatively low market share ...
How does this make you feel , since this perspective contradicts our usual training ? Exercise 4b Considering a specific project subjectively or objectively Now try taking something you are working on and form hypotheses ( or a priori ...
He may feel safe and just not focus on the craziness that is out there ... I was thinking the same thing when you are in a theater , and you are not focusing on what is outside the doors . You feel safe . . . I mean safe fun .
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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