Handbook of Qualitative Research Methods in Marketing, Paperback by Belk, Rus...

Handbook of Qualitative Research Methods in Marketing, Paperback by Belk, Russell W. (EDT), ISBN 1847209580, ISBN-13 9781847209580, Brand New, Free shipping in the US<p>The <i>Handbook of Qualitative Research Methods in Marketing</i><i> </i>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: <p>• research paradigms such as grounded theory and semiotics <br>• research contexts such as advertising and brands<br>• data collection methods such as projectives and netnography<br>• data analysis methods such as metaphoric and visual analyses <br>• presentation topics such as videography and reflexivity<br>• applications such as ZMET applied to Broadway plays and depth interviews with executives<br>• special issues such as multi-sited ethnography and research on sensitive topics. <p>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 <i>Handbook</i> that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.</p></p></p>