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 91
... individual and the extent to which their story features in the research varies under the two treatments . For Dahl et al . individual stories are collected but with the aim of subsequently quantifying the data so that the individual ...
... individual depth interview was their method of choice and had been since the origins of motivation research in the late 1920s . However , by the end of the 1960s , individual depth interviews had been comprehensively superseded by focus ...
... individual interviews . Additionally the group therapy literature is important because it does not make a clear distinction between the individual and the social . This is a very different model from the one most usually associated with ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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