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
... theoretical context ; the theoretical context enabled top - tier publications modifying theories of service encounters , service satisfaction drivers and the tactical role of front line service personnel ( Arnould and Price , 1993 ...
... theoretical insights . By contrast , Allen's contributions ( 2002 ) do not depend on particular spatial or temporal circumstances . He could have studied choice contexts other than students ' choices of higher education institutions ...
... theoretical insights . The table follows Arnould and Thompson's ( 2005 ) framing and is organized around four categories of theoretical contributions associated with interpretive research in the Journal of Consumer Research , including ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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