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.
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... interviews with marketing executives . While we use depth interviews as a way of understanding the executives , we also acknowledge ' the possibility that interview statements reveal less about the interiors of the interviewees or the ...
... interviews . When we talk about the challenges and benefits of depth interviews in this chapter , we include several types of interviews that do vary in specific methods and underlying philosophies : in - depth interviews ( Konrad and ...
... interviews are generally used as part of a larger ethnography ( Barker , 1993 ) , case study ( Yan and Gray , 1994 ) or a grounded theory approach ( Bansal and Roth , 2000 ) , although certainly many researchers use depth interviews as ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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