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 84
... questions suited to a grounded theory approach . The questions grounded theory answers In their original articulation of the grounded theory approach , Glaser and Strauss ( 1967 ) imply that researchers will find , not only their ...
... questions they ask and the answers they provide is by raising queries about the adequacy of prior conceptualizations of a relatively well established construct . In the process of exploring a context that differs meaningfully from those ...
... questions asked in grounded theory inquiries , identifying two dimensions that help delineate the four types of questions discussed above . One dimension is the purpose of the research , which may be either to identify new constructs or ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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