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 78
... strategies . They then highlight propositions that link the type of relationship between a persuasion agent and a consumer ( thus connecting their work to earlier research that identifies the relationship construct as salient to ...
... strategies and tactics through which brands are built in the marketplace . In the case of brand management research , most studies are of the case - study type ( Stake , 1994 ) where one , or a few , successful companies ' branding ...
... strategies ( Scott , 1994 ) . Interpretive communities are associated with ( indeed , are constituted by ) a repertoire of commonly shared interpretive strategies among a group of consumers ( Mailloux , 1982 ; Scott , 1994 , p . 474 ) ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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