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 82
... interests , then they are better able to critique these interests and act to change society . Giddens ( 1982 , p . 14 ) said it most poetically : ' social systems are like buildings that are at every moment constantly being ...
... interests and their priorities , such as whose ' interests in efficiency ' is served with the proliferation of retailing self - checkout lines that appropriate the labor of consumers in order to ' save them time ' . Micro - imaginings ...
... interest or a forum for the exchange of symbolic currencies , trade materials were examined by each author so as to discern the particular viewpoints made possible by their consultation . Ethnographies Since the latter part of the 1990s ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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