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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Researchers engaged in retrospective investigations use as their starting point present time ( which does not necessarily equate to ' current ' time in a phenomenological sense ) . The past is contextually identified with an active ...
Later in the interview , participants were prompted to describe decision making in the present for similar product categories . Comparing the present to the past allowed for nomothetic research insights grounded in idiographic ...
Echoing past diatribes against savage Indians , Whites formulated a doctrine of Manifest Destiny ( Limerick , 1987 ) . Its advantageous positioning for the US in relation to Latin America reverberates to the present in the Central ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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