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 85
... techniques as they approach the rich lived worlds of cultural experience that people share and experience online . These techniques would include projective techniques , historical analysis , semiotic analysis , visual analysis ...
... techniques suggest substantial differences in the ideation , activities and creations of research participants . This methodological heterogeneity is quite longstanding , and it presents both research opportunities and challenges . On ...
... techniques ' , Psychological Science in the Public Interest , 1 ( 2 ) ( November ) . Lindzey , Gardner ( 1959 ) , ' On the classification of projective techniques ' , Psychological Bulletin , 56 , 158–68 . Lowenstein , L.F. ( 1987 ) ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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