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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In the narrow space of our chapter , we have sought to show how two major traditions of semiotics ( Saussurian and Peircean ) have led to descriptive and explanatory insights on marketplace meaning . Discussion of the European tradition ...
The emergence of this research 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 ) .
Bristol and Fern's studies are in the tradition of research on small groups in experimental social psychology . Most of the theory and research on small groups has emerged from the experimental social psychology tradition .
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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