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 92
... stories are put may bewilder marketing scholars wanting to use stories in their research or readers seeking to make use of story - based research . In writing this chapter we aim to introduce the reader to something of the breadth of ...
... stories is identified in terms of anonymous actors within marketing communications , marketing management and brand management . This is a part of the ' marketplace / space ' where stories circulate but this time they are managerially ...
... stories . The first part looks to the past , to the recollection and influence of stories from childhood , stories that had been read or told to them or that they had read themselves . The second focus is on the subjects ' perceptions ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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