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.
من داخل الكتاب
النتائج 1-3 من 69
Peirce developed an extensive taxonomy of different aspects of his three - part model , including the identification of numerous kinds of sign - object relations , for which many scholars use the label ' semantics ' .
methodological challenges related to subjectivity , agency , social relations and market relations for minority ethnic groups . ... in this case , white ethnicity and culture in the US and abroad in relation to market culture .
in its relation to other groups , and what they do in the interest of sustaining their culture and developing their communities . ... but also in families and as communities , and with attention to their relations with other groups .
ما يقوله الناس - كتابة مراجعة
History of qualitative research methods in marketing
Rethinking the critical imagination 465
25 من الأقسام الأخرى غير ظاهرة