Handbook of Qualitative Research Methods in MarketingRussell 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; research contexts such as advertising and brands; data collection methods such as projectives and netnography; data analysis methods such as metaphoric and visual analyses; presentation topics such as videography and reflexivity; applications such as ZMET applied to Broadway plays and depth interviews with executives; and special issues such as multi-sited ethnography and research on sensitive topics. |
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الصفحة 285
... field , artifacts tend to be viewed as props to the main event , that is , what consumers do with them . We suggest that the field would benefit from putting consumption artifacts more fully under the research gaze as ends in themselves ...
... field , artifacts tend to be viewed as props to the main event , that is , what consumers do with them . We suggest that the field would benefit from putting consumption artifacts more fully under the research gaze as ends in themselves ...
الصفحة 390
... field The time spans of the immersions recorded in these studies range from one month to 12 years . Eleven of the 22 studies feature immersions of two years or less , with the remain- der extending to three years or more . Thus , while ...
... field The time spans of the immersions recorded in these studies range from one month to 12 years . Eleven of the 22 studies feature immersions of two years or less , with the remain- der extending to three years or more . Thus , while ...
الصفحة 507
... Fields in One , social anthropologists about translocale field studies ) , Stockholm : Carlssons . Geertz , Clifford ( 1973 ) , The Interpretation of Cultures , Selected Essays , New York : Basic Books Inc. Giddens , Anthony ( 1991 ) ...
... Fields in One , social anthropologists about translocale field studies ) , Stockholm : Carlssons . Geertz , Clifford ( 1973 ) , The Interpretation of Cultures , Selected Essays , New York : Basic Books Inc. Giddens , Anthony ( 1991 ) ...
المحتوى
History of qualitative research methods in marketing | 3 |
PARADIGMATIC PERSPECTIVES | 17 |
Rethinking the critical imagination | 46 |
حقوق النشر | |
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Advances in Consumer advertising American analysis anthropology approach Arnould Association for Consumer Barq's Belk Broadway client concepts construct consumer behavior consumer culture Consumer Research consumption context critical theory depth interviews discussion ethnic ethnography example experience explore feminist field fieldwork focus group focused Fournier gender global grounded theory identify identity images important individual informants insights interaction interpretive communities introspection involved issues Journal of Consumer Journal of Marketing knowledge Kozinets London marketing and consumer marketing research meaning metaphor methodology Mick multi-sited narrative oral history paradigm participants Peñaloza perspective photographs political postmodern practices Psychology Qualitative Market Research qualitative research questions reflexivity relations relationships representation respondents role Routledge Sage Schouten semiotic Sherry social stories strategies sumer symbolic theoretical Thompson Thousand Oaks tion topics tradition understanding University Press videography visual Wallendorf women writing York Zaltman