Handbook of Qualitative Research Methods in Marketing - Couverture souple

Couverture souple

ISBN 10 : 1847209580 ISBN 13 : 9781847209580

Editeur : Edward Elgar Publishing Ltd, 2008

Synopsis

The Handbook of Qualitative Research Methods in Marketing< >

• 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.

A propos du livre

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

Détails de l'édition

• Éditeur: Edward Elgar Publishing Ltd
• Date d'édition: 2008
• ISBN 10: 1847209580
• ISBN 13: 9781847209580
• Reliure: Broché
• Langue: anglais
• Nombre de pages: 608
• Éditeur: Belk Russell W.
• Coordonnées du fabricant: non disponible