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 54
... introspection ; however , where introspection emerged as a potential basis for research , controversy has reigned . Originally introspection was an approach to exploring the inner mind of individuals , but , as behaviorist viewpoints ...
... introspection applies in personal thought process detection , though perhaps they would also argue that any confidence expressed is itself illusory . In consumer research , introspection was born as a formal method within the larger ...
... introspection to illuminate this point . One concerns what I call ' metacognitive introspection ' , which involves one investigating one's own mind and consciousness or some aspect of them in psychological and / or meditational terms by ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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