Handbook of Qualitative Research Methods in MarketingRussell W. Belk Edward Elgar Publishing, 2007 - 608 من الصفحات A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry |
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الصفحة 9
... images. (Newman, 1957) In the 1960s and 1970s, the excitement moderated. Attention shifted to the systematic measurement that was aided by the rise of the computer. New promise came from the experiments of cognitive psychology, not from ...
... images. (Newman, 1957) In the 1960s and 1970s, the excitement moderated. Attention shifted to the systematic measurement that was aided by the rise of the computer. New promise came from the experiments of cognitive psychology, not from ...
الصفحة 10
... image. I remembered William James (1892) writing that 'a man has as many social selves as there are individ- uals who recognize him and carry an image of him in their mind . . . But as the individ- uals who carry the images fall ...
... image. I remembered William James (1892) writing that 'a man has as many social selves as there are individ- uals who recognize him and carry an image of him in their mind . . . But as the individ- uals who carry the images fall ...
الصفحة 11
... image idea subse- quently swept the world, becoming part of the lingua franca of modern times. Symbolic analysis The brand image was also a vehicle for spreading the notion of symbolic analysis. Reinforced by Warner's work on symbol ...
... image idea subse- quently swept the world, becoming part of the lingua franca of modern times. Symbolic analysis The brand image was also a vehicle for spreading the notion of symbolic analysis. Reinforced by Warner's work on symbol ...
الصفحة 32
... image that the signifier represents ( Figure 3.1 ) . The linguistic sign , for Saussure , is arbitrary , inasmuch as the decision to associate certain sounds with certain concepts is based entirely on convention . Though Saussure and ...
... image that the signifier represents ( Figure 3.1 ) . The linguistic sign , for Saussure , is arbitrary , inasmuch as the decision to associate certain sounds with certain concepts is based entirely on convention . Though Saussure and ...
الصفحة 33
... image and the Nike philosophy, 'Just Do It!' Brands enhance or even define use-value in terms of image value, with properties of significance that vary widely from status, playfulness, intelligence, masculinity and femininity, to ...
... image and the Nike philosophy, 'Just Do It!' Brands enhance or even define use-value in terms of image value, with properties of significance that vary widely from status, playfulness, intelligence, masculinity and femininity, to ...
المحتوى
3 | |
17 | |
19 | |
31 | |
46 | |
PART III RESEARCH CONTEXTS | 57 |
twenty years in revolution | 59 |
6 Qualitative historical research in marketing | 70 |
23 Critical visual analysis | 303 |
representing the vulnerability of consumers | 322 |
PART VI PRESENTING QUALITATIVE RESEARCH | 333 |
quality videography in consumer and marketing research | 335 |
being reflexive in accounts of consumer behavior | 345 |
bringing segments to life through movie making and metaphor | 361 |
creating consumer documentaries for corporate clients | 371 |
PART VII APPLICATIONS | 385 |
7 Researching the cultures of brands | 83 |
an interpretive community approach | 94 |
selecting research contexts for theoretical insights | 106 |
PART IV DATA COLLECTION METHODS | 127 |
10 Netnography 20 | 129 |
projective methods reconsidered | 143 |
how they are used and produced in marketing research | 156 |
13 The extended case method in consumer research | 175 |
a metacognitivepoststructuralist exercise | 186 |
an application to the study of the self concept | 198 |
consumption in history | 219 |
understanding the purchase process following natural disaster | 230 |
18 Using oral history methods in consumer research | 244 |
19 Focus groups in marketing research | 255 |
strategy implementation and evaluation | 268 |
PART V DATA ANALYSIS METHODS | 277 |
towards a more visual and material ethnographic consumer research | 279 |
22 Metaphors needs and new product ideation | 291 |
29 Capturing time | 387 |
an application of the Zaltman Metaphor Elicitation Technique | 400 |
making myth from hard science | 419 |
32 Pushing the boundaries of ethnography in the practice of market research | 430 |
33 Autobiography | 440 |
34 The consumption of stories | 453 |
depth interviews with sales executives | 465 |
bout the time I got to Phoenix | 476 |
PART VIII SPECIAL ISSUES | 495 |
37 The emergence of multisited ethnography in anthropology and marketing | 497 |
studying covered Turkish women | 509 |
multisited ethnographic market studies | 521 |
training the research gaze on advertising and market practitioners | 534 |
41 Researching ethnicity and consumption | 547 |
42 The etiquette of qualitative research | 560 |
Index | 573 |
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عبارات ومصطلحات مألوفة
advertising American analysis anthropology approach argues Arnould Association for Consumer Barq's Belk Broadway client concepts construct consumer behavior consumer culture Consumer Research consumption context critical theory depth interviews discussion ethnic ethnography example experience explore feminist field fieldwork focus group focused Fournier gender global grounded theory identify identity images important individual informants insights interaction interpretive communities introspection involved issues Journal of Consumer Journal of Marketing knowledge Kozinets marketing and consumer marketing research meaning metaphor methodology Mick mixed methods multi-sited narrative oral history paradigm participants Peñaloza perspective photographs political postmodern practices Psychology Qualitative Market Research qualitative research questions reflexivity relations relationships representation respondents role Routledge Sage Schouten semiotic Sherry social stories strategies sumer symbolic theoretical Thompson Thousand Oaks tion topics tradition understanding University Press videography visual Wallendorf women writing York Zaltman
مقاطع مشهورة
الصفحة 10 - Properly speaking, a man has as many social selves as there are individuals who recognize him and carry an image of him in their mind.
الصفحة 358 - our' problem is how to have simultaneously an account of radical historical contingency for all knowledge claims and knowing subjects, a critical practice for recognizing our own 'semiotic technologies' for making meanings, and a no-nonsense commitment to faithful accounts of a 'real...
الصفحة 548 - As Roman imperialism laid the foundations of modern civilisation, and led the wild barbarians of these islands along the path of progress, so in Africa to-day we are repaying the debt, and bringing to the dark places of the earth, the abode of barbarism and cruelty, the torch of culture and progress, while ministering to the material needs of our own civilisation.
الصفحة 10 - But as the individuals who carry the images fall naturally into classes, we may practically say that he has as many different social selves as there are distinct groups of persons about whose opinion he cares.
الصفحة 84 - Association (AMA), a brand is defined as a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.
الصفحة 279 - It is only by selection, by elimination, by emphasis that we get at the real meaning of things.
الصفحة 15 - Test in culture-personality research— L. RAINWATER The assessment of parental identification — SW GRAY AND R. KLAUS 2. The influence of social context on impulse and control tendencies in preadolescents— GH ZUK Tender-mindedness versus tough-mindedness in psychology : A reexamination — H.