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.
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35 Discerning marketers ' meanings : depth interviews with sales executives June Cotte and Geoffrey Kistruck How do sales executives think about , visualize and talk about customers ? What if the metaphor that a sales executive uses to ...
Depth interviews with executives A review of the marketing , management and sociology literature reveals that the use of depth interviews with executives as a data collection method is both widespread and varied .
In interpretive approaches , depth interviews are also often used within a multi - method context . For example , depth interviews are generally used as part of a larger ethnography ( Barker , 1993 ) , case study ( Yan and Gray ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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