Handbook of Qualitative Research Methods in Marketing by Russell W. Belk
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Format Paperback
Condition Brand New
Description Presents a history of qualitative methods in marketing. This book discusses practice in: research paradigms such as grounded theory and semiotics; research contexts such as advertising and brands; data collection methods such as projectives and netnograph; and, data analysis methods such as metaphoric and visual analyses.
Publisher Description
The Handbook of Qualitative Research Methods in Marketing< >research paradigms such as grounded theory and semiotics research contexts such as advertising and brandsdata collection methods such as projectives and netnographydata analysis methods such as metaphoric and visual analysespresentation topics such as videography and reflexivityapplications such as ZMET applied to Broadway plays and depth interviews with executivesspecial 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.
Author Biography
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
Details ISBN 1847209580 ISBN-13 9781847209580 Title Handbook of Qualitative Research Methods in Marketing Author Russell W. Belk Format Paperback Year 2008 Pages 608 Publisher Edward Elgar Publishing Ltd GE_Item_ID:161845244; About Us
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