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 88
... relationships , she deepened current understanding of the construct of ' relationships ' by her careful analysis of relationship properties and dimensions . Moving beyond the simple dichotomization of relationships as strong or weak ...
... relationships among constructs of interest that are likely to exist in certain contexts , and specify the nature ( e.g. positive or negative ) of the relationships under specific conditions . Propositional statements can link constructs ...
... relationships . Even though the relationship is mediated , it psychologically resembles face - to - face interaction ; viewers come to feel they ' know ' the people they ' meet ' on television the same way they know their friends . For ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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