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 81
... women and broadened their brand knowledge . Women's reactions and interpretations of self - service were varied . All our informants remarked that choice increased but that initially they felt ill - equipped to manage the transition ...
... women's associations , took pictures whenever we were allowed to , and compiled an archive that consisted of news articles , advertisements and company catalogues . Although the population we are studying consists of men and women from ...
... women appeared to us to be a homogeneous group of people . The only available distinction mentioned in the literature was that between peasant women wearing başörtüsü ( headscarf ) out of habit and urban women wearing türban out of ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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