Handbook of Qualitative Research Methods in MarketingRussell 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; research contexts such as advertising and brands; data collection methods such as projectives and netnography; data analysis methods such as metaphoric and visual analyses; presentation topics such as videography and reflexivity; applications such as ZMET applied to Broadway plays and depth interviews with executives; and special issues such as multi-sited ethnography and research on sensitive topics. |
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النتائج 1-3 من 87
الصفحة 72
... material After choosing a topic , framing questions and formulating working hypotheses , the mar- keting historian needs to gather source material . The quality of historical research depends largely upon the data sources selected ...
... material After choosing a topic , framing questions and formulating working hypotheses , the mar- keting historian needs to gather source material . The quality of historical research depends largely upon the data sources selected ...
الصفحة 279
... material ethnographic consumer research Lisa Peñaloza and Julien Cayla Introduction Nothing is less real than realism . Details are confusing . It is only by selection , by elimination , by emphasis , that we get at the real meaning of ...
... material ethnographic consumer research Lisa Peñaloza and Julien Cayla Introduction Nothing is less real than realism . Details are confusing . It is only by selection , by elimination , by emphasis , that we get at the real meaning of ...
الصفحة 281
... material ethno- graphic studies may be seen to fall short . A common concern is that the researcher's ability to capture consumer will and agency is compromised because s / he takes pictures and writes footnotes . This challenge is not ...
... material ethno- graphic studies may be seen to fall short . A common concern is that the researcher's ability to capture consumer will and agency is compromised because s / he takes pictures and writes footnotes . This challenge is not ...
المحتوى
History of qualitative research methods in marketing | 3 |
PARADIGMATIC PERSPECTIVES | 17 |
Rethinking the critical imagination | 46 |
حقوق النشر | |
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عبارات ومصطلحات مألوفة
Advances in Consumer advertising American analysis anthropology approach Arnould Association for Consumer Barq's Belk Broadway client concepts construct consumer behavior consumer culture Consumer Research consumption context critical theory depth interviews discussion ethnic ethnography example experience explore feminist field fieldwork focus group focused Fournier gender global grounded theory identify identity images important individual informants insights interaction interpretive communities introspection involved issues Journal of Consumer Journal of Marketing knowledge Kozinets London marketing and consumer marketing research meaning metaphor methodology Mick multi-sited narrative oral history paradigm participants Peñaloza perspective photographs political postmodern practices Psychology Qualitative Market Research qualitative research questions reflexivity relations relationships representation respondents role Routledge Sage Schouten semiotic Sherry social stories strategies sumer symbolic theoretical Thompson Thousand Oaks tion topics tradition understanding University Press videography visual Wallendorf women writing York Zaltman