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 77
... topics are considered to be ' media - sacred ' , as so many sensitive - topic barriers have been broken simply by offering people an opportunity to voice their opinions . In preparation for their Depends commercials , a research company ...
... topics defined This article predicates its definition of sensitive topics on a work by Sieber and Stanley ( 1988 ) who suggest that sensitive research applies to ' studies in which there are potential consequences or implications for ...
... topics , but also about ourselves as researchers , our own prejudices and biases . Notes 1. We use the term ' Islamist ' to refer to those who are politically religious , to distinguish it from secular Muslims who are believers without ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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