Handbook of Qualitative Research Methods in Marketing (Research Handbooks in Business and Management series)

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ISBN 10: 1845421000 / ISBN 13: 9781845421007

Editore: Edward Elgar Publishing Ltd, 2007

Handbook of Qualitative Research Methods in Marketing (Research Handbooks in Business and Management series) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. . Codice articolo 7719-9781845421007

Riassunto:

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.

Informazioni sull'autore: 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

Dati bibliografici

Titolo: Handbook of Qualitative Research Methods in ...
Casa editrice: Edward Elgar Publishing Ltd
Data di pubblicazione: 2007
Legatura: hardcover
Condizione: Very Good