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 64
... metaphor - seeking process . Metaphors Hunt and Menon ( 1995 ) define metaphor as ' a literally false , declarative assertion of existential equivalence that compares two concepts or things , where one concept , called the primary ...
... metaphor of running shoes , and is introducing a cobranded line , which will be called the Nike Tire Line . Also note in Table 22.1 that the metaphors that seem close to the category of interest are ' close ' metaphors . A generative ...
... metaphor . Carefully crafted and inventive metaphors can launch new ways of thinking about customer realities and product concepts . Conclusion Our use of the metaphor of movie making emphasizes the artistic aspect of the research ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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