Qualitative Research in Marketing and Management - Doing Interpretive Research Projects

List of contents

Foreword. Introduction. Part 1: Doing qualitative research projects 1. Qualitative research projects: interpreting data 2. Deciding on the topic and designing the project 3. Writing high quality research projects- from description to critique 4. Gathering and interpreting qualitative data sets 5. Sociological paradigms and research philosophy Part 2: Working in theoretical traditions of interpretive research 6. Practical existential phenomenology for student researchers 7. Ethnography and associated methods- Digital ethnography; autoethnography; practice theory; assemblage theory 8. Literary theory and qualitative research- the analysis of text, narrative and stories 9. Critical research: Power, ethnicity, gender 10. Critical discourse analysis

About the author

Chris Hackley PhD is Full Professor of Marketing at Royal Holloway, University of London, UK.

Summary

This is a practical and accessible introduction to interpretive methods for doing qualitative marketing and management research projects. It is perfect for advanced undergraduate and postgraduate students of Marketing, Management, Consumer Behaviour and Research Methods.

Product details

• Authors: Chris Hackley, Chris (Royal Holloway Hackley, Hackley Chris
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 17.12.2024
• EAN: 9781032557809
• ISBN: 978-1-0-3255780-9
• No. of pages: 304
• Subjects: Social sciences, law, business > Social sciences (general); Sociology, SOCIAL SCIENCE / Sociology / General, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / General, REFERENCE / Research, Sales & marketing, Sales and marketing, Research methods: general, Research methods / methodology