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 70
... objects , the bits and pieces archaeologists excavate at historical sites , or preserved objects , the antiques collected by private individuals and public institutions . Sometimes artifacts are all that remains of some goods deemed too ...
... objects . Also preserved objects may have been altered over time , either innocently or with intent to deceive , and no longer are the evidence as they were when first produced and used . These historical accretions remind us that objects ...
... objects became less significant criteria for disaster survivors ' self - definition . During such an absence of objects , many respondents thought that ' things ' no longer assumed a significant role in their lives . Others were ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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