|
|
|
Item Details
Title:
|
HANDBOOK OF QUALITATIVE RESEARCH METHODS IN MARKETING
|
By: |
Russell W. Belk (Editor) |
Format: |
Paperback |
List price:
|
£68.95 |
We currently do not stock this item, please contact the publisher directly for
further information.
|
|
|
|
|
ISBN 10: |
1847209580 |
ISBN 13: |
9781847209580 |
Publisher: |
EDWARD ELGAR PUBLISHING LTD |
Pub. date: |
1 March, 2008 |
Series: |
Research Handbooks in Business and Management Series |
Pages: |
608 |
Description: |
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. |
Synopsis: |
The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: * 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. |
Publication: |
UK |
Imprint: |
Edward Elgar Publishing Ltd |
Returns: |
Returnable |
|
|
|
|
Ramadan and Eid al-Fitr
A celebratory, inclusive and educational exploration of Ramadan and Eid al-Fitr for both children that celebrate and children who want to understand and appreciate their peers who do.
|
|
|
|
|
|
|
|
|
|
|