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

Hardcover

ISBN 10: 1845421000 ISBN 13: 9781845421007

Publisher: Edward Elgar Publishing Ltd, 2006

Synopsis

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.

About this title

About the Author

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

Edition details

• Publisher: Edward Elgar Publishing Ltd
• Publication date: 2006
• ISBN 10: 1845421000
• ISBN 13: 9781845421007
• Binding: Hardcover
• Language: English
• Number of pages: 672
• Editor: Belk Russell W.