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

 
9781847209580: Handbook of Qualitative Research Methods in Marketing (Research Handbooks in Business and Management series)
Softcover
ISBN 10: 1847209580 ISBN 13: 9781847209580
Publisher: Edward Elgar Publishing Ltd, 2008

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.

"synopsis" may belong to another edition of 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

"About this title" may belong to another edition of this title.

Publisher
Edward Elgar Publishing Ltd
Publication date
2008
Language
English
ISBN 10 
1847209580
ISBN 13 
9781847209580
Binding
Paperback
Number of pages
608
Editor
Belk Russell W.

Other Popular Editions of the Same Title

9781845421007: Handbook of Qualitative Research Methods in Marketing (Research Handbooks in Business and Management series)

Featured Edition

ISBN 10:  1845421000 ISBN 13:  9781845421007
Publisher: Edward Elgar Publishing Ltd, 2006
Hardcover