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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الصفحة 195
... narrative . If that happens , notice it but then let it go . Do not get attached to these narrative lines or at least try not to . Notice how they arise and if there is an order you can discern or if they arise in some random fashion ...
... narrative . If that happens , notice it but then let it go . Do not get attached to these narrative lines or at least try not to . Notice how they arise and if there is an order you can discern or if they arise in some random fashion ...
الصفحة 202
... narrative ' ( Raggatt , 2002 ) . Third , ' Any life story is a drama played out by different narrative voices ' ( ibid . ) . And fourth , the self can be understood by study- ing a person's most important symbolic valuations or ...
... narrative ' ( Raggatt , 2002 ) . Third , ' Any life story is a drama played out by different narrative voices ' ( ibid . ) . And fourth , the self can be understood by study- ing a person's most important symbolic valuations or ...
الصفحة 246
... narratives allow researchers to hear people's memories about their past and its impact on their present . It is linked with narrative theory and the ' narrativization of experience ' ( Mishler , 1995 ) which recognizes that we are ...
... narratives allow researchers to hear people's memories about their past and its impact on their present . It is linked with narrative theory and the ' narrativization of experience ' ( Mishler , 1995 ) which recognizes that we are ...
المحتوى
History of qualitative research methods in marketing | 3 |
PARADIGMATIC PERSPECTIVES | 17 |
Rethinking the critical imagination | 46 |
حقوق النشر | |
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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