Handbook of Qualitative Research Methods in Marketing - Couverture souple

 
9781049404189: Handbook of Qualitative Research Methods in Marketing
Couverture souple
ISBN 10 : 1049404181 ISBN 13 : 9781049404189
Editeur : Edward Elgar Publishing Ltd, 2026

Synopsis

This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was published in 2006, and this updated Handbook acknowledges and critiques these fascinating scholarly advancements.



Distinguished chapter authors bring together current thought and changing practices in marketing academia and industry. Organized to reflect a start-to-finish approach, the chapters investigate best practices for conceptualizing a project, practical theories and issues to consider, new methods for data collection, such as the use of AI and automated text analysis, and key considerations for writing and presenting work. A fundamental text with a strong contemporary scope, HQRMM provides guidelines for novices and experienced researchers alike.



Academics applying qualitative methods to their research will find this second edition to be truly groundbreaking. At the same time, students focusing on marketing, business studies and social sciences will additionally benefit from a special section on getting started. Practitioners who wish to become familiar with the latest scholarship on qualitative methods will also find HQRMM to be an invaluable resource.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Edited by Russell W. Belk, Kraft Foods Canada Chair in Marketing and York University Distinguished Research Professor, Schulich School of Business, York University, Toronto, Canada and Cele Otnes, Professor Emerita of Marketing, Gies College of Business, University of Illinois at Urbana-Champaign, US

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Edward Elgar Publishing Ltd
Date d'édition
2026
Langue
anglais
ISBN 10 
1049404181
ISBN 13 
9781049404189
Reliure
Broché
Numéro d'édition
2
Nombre de pages
554
Éditeur
Belk Russell W., Otnes Cele
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9781035302710: Handbook of Qualitative Research Methods in Marketing

Edition présentée

ISBN 10 :  1035302713 ISBN 13 :  9781035302710
Editeur : Edward Elgar Publishing Ltd, 2024
Couverture rigide