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 84
... identity projects Study Adkins and Ozanne ( 2005 ) Bonsu and Belk ( 2003 ) Holt ( 2002 ) Mick and Buhl ( 1992 ) ... Identity construction Consumer resistance Extended self Consumer imagination Cultural theory of advertising Gift giving ...
... identity or may act to reinforce that identity . In several cases , DNA testing results have created large disruptions in prior perceived racial and ethnic memberships ( Panther - Yates , 2003 ; Hirschman , 2005 ; Kennedy , 1997 ) . For ...
... identity , tribal enrollments and economic benefit distribution . Kim Tallbear provides comments which are typical of this thinking : - It struck me that here was a potentially very disruptive idea that might undermine the whole project ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
25 من الأقسام الأخرى غير ظاهرة