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 84
... Research ( ACR ) : Belk , Levy , Sherry and Zaltman . In addition to the impetus provided by individual scholars , projective methods were encouraged by a shift in topical and theoretical interests in ... research methods in marketing.
Russell W. Belk. 1 19 Focus groups in marketing research Miriam Catterall and Pauline Maclaran Introduction Qualitative marketing research and academic marketing and consumer research have grown in parallel with little contact between ...
... Research Society , pp . 295-305 . Chandler , Jon and Mike Owen ( 2002 ) , Developing Brands with Qualitative Market Research , London : Sage . Chrzanowska , Joanna ( 2002 ) , Interviewing Groups and ... research methods in marketing.
History of qualitative research methods in marketing
Rethinking the critical imagination 465
25 من الأقسام الأخرى غير ظاهرة