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 75
... important symbols that give ballast to consumers ' identity projects and as devices that bring competitive ... important group of actors and recent consumer research has shown that they have important co - creative roles in brand ...
... important when studying consumers ' relationships to brands and brands ' role in consumer culture . An integral part of individuals living in an advanced market economy is that they are savvy at navigating , and seeing through , the ...
... important ; treating such things as homelessness , race , or disability as ' the problem ' is a frame that harms people within consumer groups ( Crockett and Wallendorf , 2004 ; Hill , 1995 ; Hill and Stamey , 1990 ; Lee et al . , 1999 ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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