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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... issues fundamental to ' the research project ' . These are issues that we have raised but have left pending throughout the text . In talking of the research project we refer to the role of research within a broad societal context , and ...
... issues into the mainstream of strategic thinking , and spurring research and thinking about perception and preference of visual displays . Critical visual analysis offers researchers an interdisciplinary method for understanding and ...
... issues in ethnography ' , in Janice M. Morse ( ed . ) , Critical Issues in Qualitative Research Methods , Thousand Oaks , CA : Sage , pp . 333–55 . Lofland , John and Lyn H. Lofland ( 1995 ) , Analyzing Social Settings , Belmont , CA ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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