Handbook of Qualitative Research Methods in Marketing
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.
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2 Breaking new ground : developing grounded theories in marketing and consumer behavior Eileen Fischer and Cele C. Otnes Across ... However , references to grounded theory in marketing studies often seem casual and rarely explicated .
produce only description and not theory . However , Glaser and Strauss did not seek to challenge the basic ontological or epistemological assumptions that were shared by many self - professed social scientists of the time .
critical theory against or between other theoretical traditions . For example , Morrow and Brown ( 1994 ) suggest that critical theory exists in the tension between neo - Marxist theory on the political left and neo - Weberian conflict ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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