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

Hardcover

ISBN 10: 1845421000 ISBN 13: 9781845421007

Publisher: Edward Elgar Publishing, 2007

Synopsis

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.

About this title

About the Author

Edited by Russell W. Belk, Kraft Foods Canada Chair of Marketing, Schulich School of Business, York University, Toronto, Canada

Review

`A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research.' -- Global Business 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

Edition details

• Publisher: Edward Elgar Publishing
• Publication date: 2007
• ISBN 10: 1845421000
• ISBN 13: 9781845421007
• Binding: Hardcover
• Language: English
• Number of pages: 608
• Editor: Belk Russell W.