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. |
من داخل الكتاب
النتائج 1-3 من 66
الصفحة 291
... metaphor - seeking process . Metaphors Hunt and Menon ( 1995 ) define metaphor as ' a literally false , declarative assertion of exist- ential equivalence that compares two concepts or things , where one concept , called the primary ...
... metaphor - seeking process . Metaphors Hunt and Menon ( 1995 ) define metaphor as ' a literally false , declarative assertion of exist- ential equivalence that compares two concepts or things , where one concept , called the primary ...
الصفحة 295
... metaphor of running shoes , and is introducing a co- branded 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 of running shoes , and is introducing a co- branded 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 ...
الصفحة 369
... metaphor . Carefully crafted and inventive metaphors can launch new ways of thinking about customer realities and product con- cepts . Conclusion Our use of the metaphor of movie making emphasizes the artistic aspect of the research ...
... metaphor . Carefully crafted and inventive metaphors can launch new ways of thinking about customer realities and product con- cepts . Conclusion Our use of the metaphor of movie making emphasizes the artistic aspect of the research ...
المحتوى
History of qualitative research methods in marketing | 3 |
PARADIGMATIC PERSPECTIVES | 17 |
Rethinking the critical imagination | 46 |
حقوق النشر | |
24 من الأقسام الأخرى غير ظاهرة
طبعات أخرى - عرض جميع المقتطفات
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