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 88
... identifying two dimensions that help delineate the four types of questions discussed above . One dimension is the purpose of the research , which may be either to identify new constructs or relationships , or to refine understandings of ...
... identified ) , one theoretical contribution they may make is to identify the properties or dimensions of this construct . This practice is directly traceable to the analytic strategies laid out by proponents of grounded theorizing . For ...
... identification of the contribution to knowledge ( always theoretical for the academic audience , and sometimes practical , for the potential managerial audience ) . Both papers identify theory building as their goal ; and both talk of ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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