Handbook of qualitative research methods in marketing
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 discussi...
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| Format: | eBook |
| Language: | English |
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Cheltenham
Edward Elgar
c2006
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| Collection: | Edward Elgar eBook Archive - Collection details see MPG.ReNa |
| Summary: | 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; and special issues such as multi-sited ethnography and research on sensitive topics |
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| Physical Description: | xi, 595 p ill |
| ISBN: | 9781845421007 9781847204127 1845421000 9781847209580 |