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 83
... qualitative version , as is exemplified by the variety of topics in this Handbook . In this history I have emphasized the early days of qualitative research lest they be lost to the memories of modern students who tend to focus ...
... qualitative workers of the last 35 years . Major integrations were provided by Engel , Kollat and Blackwell in 1968 , with Consumer Behavior , by Howard and Sheth in 1969 , with The Theory of Buyer Behavior , Joel B. Cohen's editing of ...
... qualitative research software QSR NUD.IST 6 . The attachments were coded according to the selves determined by the qualitative and quantitative clustering procedures . Finally , the coded narratives and MDS maps were jointly analyzed to ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
25 من الأقسام الأخرى غير ظاهرة