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.
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... images of identity pulse through marketing communication , consumer households and mass media . Many battles of the ... images - crucial concerns , given the cultural centrality of vision . If marketing depends upon images , including ...
... images with meaning . In other words , white space is not ' nothing ' , it helps to situate subjects within images , and its use links images to a broader cultural world of aesthetics , luxury and value . Critical visual analysis points ...
... image relates to your thoughts and feelings about your Broadway experience . ' Missed images The informant is asked if there were important ideas he wanted to express but for which he could not find relevant images . Interviewer probe ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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