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 82
Russell W. Belk. The sine qua non of historical writing is clarity . The dense jargon and convoluted phrasing of some social science prose , not to mention all too much critical writing in the humanities , is simply inappropriate . Some ...
... Writing it up , writing it down : being reflexive in accounts of consumer behavior Annamma Joy , John F. Sherry , Gabriele Troilo and Jonathan Deschenes The purpose of this chapter is to rethink the concept of reflexivity within ...
... writing tasks have been attempted in traditional focus groups and form part of ever - popular projective techniques , the resultant essays tend to be short and specific ( compared , that is , to the lengthy reflexive essays that ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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