Handbook Of Qualitative Research Methods In Marketing.

Compartir en:

Belk, Russell

(0 Comentarios)
Comenta y valora este libro

pvp.263,90 €

Disponible entre 11 y 20 dias

ISBN:9781845421007
Editorial: Edward Elgar
Fecha de la edición:2006
Encuadernación:Tapa dura
Dimensiones: 0 cm x 0 cm
Nº Pág.:672
Idiomas:

Materias:

/ Marketing

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.

Contents: Part I: History and Scope Part II: Paradigmatic Perspectives Part III: Research Contexts Part IV: Data Collection Methods Part V: Data Analysis Methods Part VI: Presenting Qualitative Research Part VII: Applications Part VIII: Special Issues Contributors include: E. Arnould, S. Bahl, S.M. Baker, R.W. Belk, A. Bengtsson, S. Brown, M. Catterall, J. Cayla, J. Chambers, M. Chen, S. Commuri, D.T. Cook, J. Cotte, R.A. Coulter, A. Davies, R.M. Denny, J. Deschenes, J.F. Durgee, R. Elliott, K.M. Ekstrom, E. Fischer, J.W. Gentry, G. Ger, S.J. Gould, E.C. Hirschman, M.K. Hogg, M.B. Holbrook, G.C. Hopkinson, D.G.B. Jones, A. Joy, S.M. Kates, G. Kistruck, D. Kjeldgaard, R.V. Kozinets, S.J. Levy, T.M. Lowrey, P. Maclaren, D.M. Martin, J.H. McAlexander, D.G. Mick, G.R. Milne, R. Moisio, J.B. Murray, L.R. Oswald, C.C. Otnes, J. Ostberg, J.L. Ozanne, D. Panther-Yates, L. Peñaloza, L. Price, D.W. Rook, J.A. Ruth, Ö. Sandikci, S. Sayre, F.F. Scaba, J.W. Schouten, L.M. Scott, J.E. Schroeder, J.F. Sherry, Jr., K. Sredl, P.L. Sunderland, G. Troilo, T.H. Witkowski.