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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3 1 Gendered play and enacting strategic exhibitionism through brands Clinton expressed a similar enthusiasm for shopping and wearing makeup , but his consumption practices assumed an additional nuance compared to Stan's : exhibitionism ...
To summarize , Marcus and Fischer ( 1986 ) , Marcus ( 1994 ) and Lynch and Woolgar ( 1990 ) all argue that , if we accept that scientific knowledge is a semiotic practice , then we need to recognize that our knowledge of science ...
Many of our colleagues whom we consulted on why etiquette is important to qualitative research argue , first and foremost , that practices of etiquette are simply expected , that we would expect to be treated in the same manner if we ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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