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 90
... interpretive communities and convention concepts in the marketing and consumer research field may give considerable perspective to these consumer activities and provide much - needed structure for understanding brand meanings that ...
... interpretive community and strategy concepts have implications for studying consumer - brand relationships ( Fournier , 1998 ) , yet brand relationships focus strictly on the psychological and clinical aspects of brands in consumers ...
... Interpretive research by its very nature is multi - method , involving different forms of data collection , multiple studies , the use of triangulation , and so forth . Illustrative of a multimethods approach in interpretive research is ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
25 من الأقسام الأخرى غير ظاهرة