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Handbook of Qualitative Research Methods in Marketing (Research Handbooks in Business and Management series) - Softcover
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.
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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
"About this title" may belong to another edition of this title.
- PublisherEdward Elgar Publishing Ltd
- Publication date2008
- ISBN 10 1847209580
- ISBN 13 9781847209580
- BindingPaperback
- LanguageEnglish
- Number of pages608
- EditorBelk Russell W.
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Handbook of Qualitative Research Methods in Marketing (Research Handbooks in Business and Management series)
Published by
Edward Elgar Publishing, 2008
ISBN 10: 1847209580
ISBN 13: 9781847209580
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Handbook of Qualitative Research Methods in Marketing
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Elgar Publishing, Incorporated, Edward, 2008
ISBN 10: 1847209580
ISBN 13: 9781847209580
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Handbook of Qualitative Research Methods in Marketing (Research Handbooks in Business and Management series)
Published by
Edward Elgar Publishing, 2008
ISBN 10: 1847209580
ISBN 13: 9781847209580
Used
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Handbook of Qualitative Research Methods in Marketing
Published by
Elgar Publishing, Incorporated, Edward, 2008
ISBN 10: 1847209580
ISBN 13: 9781847209580
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Handbook of Qualitative Research Methods in Marketing
Published by
Edward Elgar Publishing, 2008
ISBN 10: 1847209580
ISBN 13: 9781847209580
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Handbook of Qualitative Research Methods in Marketing (Elgar Original Reference)
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Taschenbuch. Condition: Neu. Neuware - Presents a history of qualitative methods in marketing. This book discusses practice in: research paradigms such as grounded theory and semiotics; research contexts such as advertising and brands; data collection methods such as projectives and netnograph; and, data analysis methods such as metaphoric and visual analyses. Seller Inventory # 9781847209580
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