Handbook of Qualitative Research Methods in Marketing
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.
من داخل الكتاب
النتائج 1-3 من 91
Thompson ( 2004 ) comments upon the enthusiasm of his subjects to be named and included in the text . Hence it appears to place power in the hands of the researched . Individual accounts count . The importance of allowing subjects to ...
Herbert Ableson , of Opinion Research Corporation , discovered the group by accident in 1957 , when some respondents recruited for individual interviews turned up early and others late . Rather than interview them one at a time ...
དྭ ། individual participants . The moderator needs to aid the transformation of the collection of individuals that come to the group into a functioning group . This offers a direct challenge to those moderators who assume a good group ...
ما يقوله الناس - كتابة مراجعة
History of qualitative research methods in marketing
Rethinking the critical imagination 465
25 من الأقسام الأخرى غير ظاهرة