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 83
... nature of a focal construct or to the nature of the relationships between constructs or processes . The intersections of these two dimensions produce the four types of research questions discussed above . Of course , any given study may ...
... nature , cooking , sports , home goods , etc. Jensen ( 1978 ) claims that most metaphors used in new product ideation fall into one of five categories : restoration , journey , unification , creation or nature . Restoration involves ...
Russell W. Belk. Ja 11 .享 Reflexivity objectives Nature of knowledge Nature of accounts TIE Table 26.1 Similarities and differences between the three types of reflexivity Radical reflexivity Infrareflexivity * * Find a way to account ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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