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.
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Boards , I have stated , offer one of the best places to find consumption - related topics and the consumption - related communities of consumption that follow them , and my own netnographic research tends to focus on them ( see Brown ...
The largely consumer - created information on blogs also offers the same sorts of insights and influences that have previously ... They are a source of information that tends to offer rich , detailed , longitudinal data about individual ...
Appearing in the Applications part of this book , our obvious goal is to offer an example of qualitative research in action . In our case , while focusing on some positive and negative aspects of the use of qualitative methods with ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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