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 64
... possible biases that the introduction of the study to the informants may generate . If the study is described as ' a research project addressing how people consume various brands ' it is possible that the informant will produce stories ...
... possible to get multiple perspectives leading to rich insights . Finally , while most methods encounter well documented problems such as social desirability and respondent fatigue , the mixed methods approaches can help limit the ...
... possible for individual consumer researchers with limited budgets to create and present works of video ethnography , and then move into a discussion of the different types of consumer research videography that are possible . Third , and ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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