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
... particular company , the ad agency and / or consulting firms , document studies of company records and annual reports , media studies of the attention given to the company by the press and historic records from the stock market - are ...
... particular company under study . Such action research always runs the risk of glorifying the particular actions undertaken by the brand consultant doing the study . The researcher is sitting on two chairs , being both a consultant and a ...
... particular point of contribution for the research represented , often this is not the only or even the most important contribution made by this piece of research . Moreover , this table is not intended to be all - inclusive . Much ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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