Handbook of Qualitative Research Methods in Marketing pdf epub mobi txt 电子书下载 2025

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About the Author

Edited by Russell W. Belk, Kraft Foods Canada Chair of Marketing, Schulich School of Business, York University, Toronto, Canada --This text refers to the Hardcover edition.

出版者:Edward Elgar Pub

作者:Belk, Russell W. (EDT)

出品人:

页数:595

译者:

出版时间:2008

价格:$255.00

装帧:HRD

isbn号码:9781845421007

丛书系列:

图书标签:

营销研究
定性研究
实践
定性分析
学术

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Review

'Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe... This extremely informative volume spans the full array of qualitative research areas... Highly recommended.- S.D. Clark, Choice

Product 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 netnograph; 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.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.