Handbook of Qualitative Research Methods in Marketing
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.
من داخل الكتاب
النتائج 1-3 من 79
Low - None Observational Netnography Ratio of researcher's participation in online community vs. observation e.g. , Brown , Kozinets and Sherry ( 2003a ) ; Langer and Beckman ( 2005 ) Participant - observational Netnography e.g. ...
Analogously , I believe , society has constructed me ( also , Dear Reader , you ) as an instrument of observation capable of ... us as instruments of observation for recording various aspects of its own socially constructed reality .
References Atkinson , Paul and Martyn Hammersley ( 1994 ) , ' Ethnography and participant observation ' , in Norman K. Denzin and Yvonna S. Lincoln ( eds ) , Handbook of Qualitative Research , Thousand Oaks : Sage , pp . 248–61 .
ما يقوله الناس - كتابة مراجعة
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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