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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discussion with respect to the two articles we will use them to explore some 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 ...
Furthermore , the Web mandates visualizing almost every aspect of corporate strategy , operations and communication , bringing visual issues into the mainstream of strategic thinking , and spurring research and thinking about perception ...
Lipson , J.G. ( 1994 ) , ' Ethical 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 ) ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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