Handbook of Qualitative Research Methods in MarketingRussell 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; research contexts such as advertising and brands; data collection methods such as projectives and netnography; data analysis methods such as metaphoric and visual analyses; presentation topics such as videography and reflexivity; applications such as ZMET applied to Broadway plays and depth interviews with executives; and special issues such as multi-sited ethnography and research on sensitive topics. |
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الصفحة 257
... interaction in generating data . By contrast , marketing academics have argued that insights from this literature cast serious doubt on these benefits . This paradox can be explained by the fact that each party calls upon different ...
... interaction in generating data . By contrast , marketing academics have argued that insights from this literature cast serious doubt on these benefits . This paradox can be explained by the fact that each party calls upon different ...
الصفحة 259
... interaction results in contaminated or polluted data have drawn exten- sively from this latter model , as we now go on to explain . Academic perspectives on group interaction Marketing academics have tended to question the positive ...
... interaction results in contaminated or polluted data have drawn exten- sively from this latter model , as we now go on to explain . Academic perspectives on group interaction Marketing academics have tended to question the positive ...
الصفحة 562
... interaction Describe ( orally or in writing ) the proposed interaction , including what you expect of participant and what participant can expect What will the participant be asked to do ? What are the costs and who will pay for them ...
... interaction Describe ( orally or in writing ) the proposed interaction , including what you expect of participant and what participant can expect What will the participant be asked to do ? What are the costs and who will pay for them ...
المحتوى
History of qualitative research methods in marketing | 3 |
PARADIGMATIC PERSPECTIVES | 17 |
Rethinking the critical imagination | 46 |
حقوق النشر | |
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Advances in Consumer advertising American analysis anthropology approach Arnould Association for Consumer Barq's Belk Broadway client concepts construct consumer behavior consumer culture Consumer Research consumption context critical theory depth interviews discussion ethnic ethnography example experience explore feminist field fieldwork focus group focused Fournier gender global grounded theory identify identity images important individual informants insights interaction interpretive communities introspection involved issues Journal of Consumer Journal of Marketing knowledge Kozinets London marketing and consumer marketing research meaning metaphor methodology Mick multi-sited narrative oral history paradigm participants Peñaloza perspective photographs political postmodern practices Psychology Qualitative Market Research qualitative research questions reflexivity relations relationships representation respondents role Routledge Sage Schouten semiotic Sherry social stories strategies sumer symbolic theoretical Thompson Thousand Oaks tion topics tradition understanding University Press videography visual Wallendorf women writing York Zaltman