Description

The Handbook of Qualitative Research Methods in Marketing< >
  • research paradigms such as grounded theory and semiotics

  • research contexts such as advertising and brands

  • data collection methods such as projectives and netnography

  • data analysis methods such as metaphoric and visual analyses

  • presentation topics such as videography and reflexivity

  • applications such as ZMET applied to Broadway plays and depth interviews with executives

  • special issues such as multi-sited ethnography and research on sensitive topics.

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.

Handbook of Qualitative Research Methods in Marketing

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£68.95

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Paperback / softback by Russell W. Belk

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The Handbook of Qualitative Research Methods in Marketing< > research paradigms such as grounded theory and semiotics research contexts such... Read more

    Publisher: Edward Elgar Publishing Ltd
    Publication Date: 31/03/2008
    ISBN13: 9781847209580, 978-1847209580
    ISBN10: 1847209580

    Number of Pages: 608

    Non Fiction , Business, Finance & Law

    Description

    The Handbook of Qualitative Research Methods in Marketing< >
    • research paradigms such as grounded theory and semiotics

    • research contexts such as advertising and brands

    • data collection methods such as projectives and netnography

    • data analysis methods such as metaphoric and visual analyses

    • presentation topics such as videography and reflexivity

    • applications such as ZMET applied to Broadway plays and depth interviews with executives

    • special issues such as multi-sited ethnography and research on sensitive topics.

    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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