Handbook of qualitative research methods in marketing

Contributor(s):

Belk, Russell W [Editor]

Publication details: Cheltenham Edward Elgar Pub. Ltd. 2006Description: xi, 595 pISBN:

9781847209580

Subject(s):

DDC classification:

658.83

Summary: The Handbook of Qualitative Research Methods in Marketing 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: * research paradigms such as grounded theory and semiotics * research contexts such as advertising and brands * data collection methods such as projectives and netnography * data analysis methods such as metaphoric and visual analyses * presentation topics such as videography and reflexivity * applications such as ZMET applied to Broadway plays and depth interviews with executives * special issues such as multi-sited ethnography and research on sensitive topics.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Book	Ahmedabad General Stacks	Non-fiction	658.83 H2 (Browse shelf(Opens below))	Missing 6		165937

Total holds: 0

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Previous	658.83 F6R6 The role and organization of marketing research; a survey	658.83 F7Q8-3 Quantitative techniques in marketing analysis: text and readings	658.83 G7U6 Understanding consumer behavior	658.83 H2 Handbook of qualitative research methods in marketing	658.83 H2C6 Consumer motivation series	658.83 H2T3 Technical service in the American economy: a problem in marketing management	658.83 H3a7 The application of factor analysis to marketing research	Next

The Handbook of Qualitative Research Methods in Marketing 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: * research paradigms such as grounded theory and semiotics * research contexts such as advertising and brands * data collection methods such as projectives and netnography * data analysis methods such as metaphoric and visual analyses * presentation topics such as videography and reflexivity * applications such as ZMET applied to Broadway plays and depth interviews with executives * special issues such as multi-sited ethnography and research on sensitive topics.

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