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 81
... role of context in qualitative data analysis more generally . The importance of context Contexts are of fundamental importance to researchers in developing and testing theories . In simple terms , a theory is a story about why acts ...
... role of front line service personnel ( Arnould and Price , 1993 ; Arnould , Price and Tierney , 1995 , 1998 ) . Many contexts for qualitative research are extreme . The extremities of these research contexts evoke critiques of ...
... role in the lives of its listeners . Glick and Levy ( 1962 ; reissued 2005 ) interpret the appeal of shows and commercials to different market segments . More recent work gave us analyses such as Hirschman on Dallas and Dynasty ( 1988 ) ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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