Handbook of Qualitative Research Methods in Marketing
Language: English
Published by Edward Elgar Publishing Ltd, 2008
- Softcover
- Used
Seller: Ammareal, Morangis, FranceAmmareal
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Condition: Used - Fine
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Ancien livre de bibliothèque avec équipements. Edition 2008. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Very good. Former library book. Edition 2008. Ammareal gives back up to 15% of this item's net price to charity organizations.
Seller Inventory # G-907-975
- Title
- Handbook of Qualitative Research Methods in Marketing
- Author
- Russell W. Belk
- Publisher
- Edward Elgar Publishing Ltd
- Publication year
- 2008
- Condition
- Très bon
- Binding
- Softcover
- 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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