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.
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... values . The most untenable value position of all is to believe that one's perspective is value - free . Reflection ... values are assumed by the theory and are therefore embedded in the research ? What types of society do these values ...
... values . During analysis of the data , I interpreted the theme of ' cultivating spirituality through brand - related activities ' such as purchase , use and rejection . This theme is supported by many of the meanings of consumption and ...
... values . Amado Padilla ( 1980 ) and Henry Triandis ( 1998 ) invigorated conceptualizations of cultural identity and values by incorporating the experiences and perspectives of Latinos / as . They built upon earlier work distinguishing ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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