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 88
... traditions of semiotics ( Saussurian and Peircean ) have led to descriptive and explanatory insights on marketplace meaning . Discussion of the European tradition in semiotics , beginning with Saussure , emphasized the formal similarity ...
... tradition was gradual and involved heated debate . Twenty years later , interpretive research is an accepted and dynamic force in consumer behavior and marketing ( Arnould and Thompson , 2005 ) . Interpretive research is well ...
... tradition . Although it is defined by the methodology it employs , experimental social psychology assumes a ... tradition have included the emergence of group norms ( Sherif , 1936 ) , group pressure towards conformity ( Asch , 1955 ) ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
25 من الأقسام الأخرى غير ظاهرة