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 84
... types of interpretants , with one set of categories being the immediate , the dynamical and the final , and another set of categories being the emotional , the energetic and the logical . He also discussed different mental operations in ...
... types of primary data , some of their strengths and weaknesses , and how to assemble them . Primary v . secondary sources Primary data sources are forms of evidence usually produced during the historical period under investigation ...
... types of finding aids , types of archives and so on is described in detail by Brooks ( 1969 ) . Jones ( 1998 ) describes a sample of actual archival collections that are relevant to studying the history of marketing thought . Although ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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