Handbook of Qualitative Research Methods in Marketing

Warning: mysql_num_rows() expects parameter 1 to be resource, boolean given in /home/web/naiti.in/lib.php on line 113
Handbook of Qualitative Research Methods in Marketing
Edward Elgar Publishing
Искать в интернет библиотекахКупить


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.

Похожие книги

Personal Construct Psychology: New IdeasPersonal Construct Psychology: New Ideas
Автор: Peter Caputi, Heather Foster, Linda L. Viney
Год: 2006
ABC of HypertensionABC of Hypertension
Автор: Gareth Beevers
Год: 2007
A Quick Guide to Human Resource TestingA Quick Guide to Human Resource Testing
Автор: Marian Power
Год: 2004