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 59
... findings from the empirical study ; an interpretation / discussion of the results in the light of the ( pre- ) existing state of knowledge ; and some set of ' tests ' which establish the credibility of the findings , and by which the ...
... findings , laying down the template for the negotiation of understanding that will ensue in later weeks . Early sessions contribute primarily to team building and maintenance , so it is important to engage all team members in ...
... findings to manageable and compelling proportions . I have found it useful to work in conference rooms where the team has access to chalkboards and whiteboards , VCRs and computers , easels and post - it notes , and all of its data ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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