Handbook of Qualitative Research Methods in Marketing (Research Handbooks in Business and Management series) - Softcover

Softcover

ISBN 10: 1847209580 ISBN 13: 9781847209580

Verlag: Edward Elgar Publishing Ltd, 2008

Inhaltsangabe

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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Edited by Russell W. Belk, Kraft Foods Canada Chair in Marketing and York University Distinguished Research Professor, Schulich School of Business, York University, Toronto, Canada

Details zur Ausgabe

• Verlag: Edward Elgar Publishing Ltd
• Erscheinungsdatum: 2008
• ISBN 10: 1847209580
• ISBN 13: 9781847209580
• Einband: Tapa blanda
• Sprache: Englisch
• Anzahl der Seiten: 608
• Herausgeber: Belk Russell W.
• Kontakt zum Hersteller: Nicht verfügbar