Handbook of Qualitative Research Methods in Marketing |
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Editor:
| Belk, Russell W. |
Series title: | Research Handbooks in Business and Management Ser. |
ISBN: | 978-1-84720-958-0 |
Publication Date: | Mar 2008 |
Publisher: | Edward Elgar Publishing, Incorporated
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Book Format: | Paperback |
List Price: | USD $111.95 |
Book Description:
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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...
More Description
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 Handbookthat will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.