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 82
... present time ( which does not necessarily equate to ' current ' time in a phenomenological sense ) . The past is contextually identified with an active emphasis on its relationship to the present . Accordingly , unlike longitudinal ...
... present for similar product categories . Comparing the present to the past allowed for nomothetic research insights grounded in idiographic experiences and recollection . Retrospective anchoring can also be situated around a specific ...
... present institutionalization of ethnic groups in the marketplace . Social relations are a convoluted legacy of the best and worst that we can treat each other . Historically and at present scholars have made advances in understanding ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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