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.

Détails du produit

• Auteurs: Russell W. Belk, Russell W. (EDT) Belk
• Collaboration: Russell W. Belk (Editeur)
• Edition: Elgar, Edward
• Langues: Anglais
• Format d'édition: Livre de poche
• Sortie: 31.03.2008
• EAN: 9781847209580
• ISBN: 978-1-84720-958-0
• Pages: 608
• Dimensions: 159 mm x 241 mm x 32 mm
• Thème: Research Handbooks in Business and Management Series
• Catégorie: Sciences sociales, droit, économie > Economie > Publicité, marketing