Description: 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.
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EAN: 9781847209580
UPC: 9781847209580
ISBN: 9781847209580
MPN: N/A
Item Length: 24.4 cm
Item Weight: 0.21 kg
Number of Pages: 608 Pages
Language: English
Publication Name: Handbook of Qualitative Research Methods in Marketing
Publisher: Edward Elgar Publishing LTD
Publication Year: 2008
Subject: Management
Item Height: 244 mm
Type: Textbook
Author: Russell W. Belk
Series: Research Handbooks in Business and Management Series
Item Width: 169 mm
Format: Paperback
