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 74
... represented , often this is not the only or even the most important contribution made by this piece of research . Moreover , this table is not intended to be all - inclusive . Much research that makes an equivalent or greater ...
... represented . Cayla ( 2003 ) tracked consumer representations ( i.e. , the symbols and language used in meetings and ... represent Indians . Discussion If we think physically rather than metaphysically , if we think the mind - body split ...
... represent the thought or feeling . ' Metaphor probelexpand the frame The informant is asked to widen the frame of a selected picture and describe what else might enter the picture to better understand his thoughts and feelings ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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