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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Focus groups should consist of up to eight participants Focus groups in Europe tend to be smaller than their USA counterparts , with up to eight and 12 participants , respectively , although USA groups have been reducing in size ...
Mini - groups Involve fewer participants ( usually three to six ) and are used where individual participants have specialist knowledge or experience and might be expected to contribute a great deal to the discussion ( Goodyear , 1998 ) ...
Using RAP , the researcher attempts to ( re- ) situate the participant into a past time period by tapping into a vivid and ... In order to situate husbands and wives in the past , participants were asked where they lived or worked eight ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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