Handbook of Qualitative Research Methods in Marketing

Klappentext 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. Zusammenfassung 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.

Product details

• Authors: Russell W. Belk, Russell W. (EDT) Belk
• Assisted by: Russell W. Belk (Editor)
• Publisher: Elgar, Edward
• Languages: English
• Product format: Paperback / Softback
• Released: 31.03.2008
• EAN: 9781847209580
• ISBN: 978-1-84720-958-0
• No. of pages: 608
• Dimensions: 159 mm x 241 mm x 32 mm
• Series: Research Handbooks in Business and Management Series
• Subject: Social sciences, law, business > Business > Advertising, marketing