Handbook of Qualitative Research Methods in Marketing (Research Handbooks in Business and Management series)
Language: English
Published by Edward Elgar Publishing Ltd, 2008
- Softcover
- Used

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- Title
- Handbook of Qualitative Research Methods in Marketing (Research Handbooks in Business and Management series)
- Publisher
- Edward Elgar Publishing Ltd
- Publication year
- 2008
- Condition
- Good
- Binding
- paperback
- Language
- English
- ISBN 10
- 1847209580
- ISBN 13
- 9781847209580
- 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.
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Sell Books
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AbeBooks seller since December 27, 2024
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