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 43
Russell W. Belk. 11 Let's pretend : projective methods reconsidered Dennis W. Rook The rise , fall and revival of projective methods A huge number of studies using projective research methods appeared in the behavioral science literature ...
... projective techniques , or construct a battery of them to investigate specific issues . The most prominent and enduring projective methods in psychology have matured largely within self - encapsulated research paradigms . Hundreds of ...
... projective techniques should not be singled out as uniquely or distressingly subjective . Less frequently , projectives are admonished as intrusive procedures that trick respondents into giving information that they would otherwise not ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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