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 93
... focus group research is drawn from the extensive practitioner literature on the subject . In this chapter we revisit the market research focus group . We discuss the three key issues in undertaking focus group research , namely the role ...
... focus group ( that it is largely used as a quick and cheap alternative to ' proper ' survey or interview research ) seems to have some justification . It was also the case that the focus group / group discussion was not taken ...
... focus groups and can occur in individual interviews . Groupthink The concept of groupthink has also been employed to explain the compliance that can occur in focus groups . Janis ( 1982 ) argued that highly cohesive groups would try and ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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