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.
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when the scope of the investigation focuses on relationships linking a construct with facilitators and implications . We discuss each below , providing illustrations drawn from exemplars of grounded theory research in marketing .
Propositional statements speculate about direct , mediated or moderated 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 ...
In a mediated world where relationships are formed and developed electronically , viewers tend to identify with and trust many televised images . The notion of one member of a vulnerable population ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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