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Handbook of Qualitative Research Methods in Marketing (Elgar Original Reference) - Softcover

 
9781847209580: Handbook of Qualitative Research Methods in Marketing (Elgar Original Reference)
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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Über die Autorin bzw. den Autor

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

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Verlag
Edward Elgar Publishing Ltd
Erscheinungsdatum
2008
Sprache
Englisch
ISBN 10 
1847209580
ISBN 13 
9781847209580
Einband
Taschenbuch
Anzahl der Seiten
595
Herausgeber
Belk Russell W.
Kontakt zum Hersteller
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Verantwortliche Person
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