Handbook of qualitative research methods in marketing   

 - Cheltenham  Edward Elgar Pub. Ltd.  2006 
 - xi, 595 p.      
<br/><br/> 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.    
<br/><br/><label>ISBN: </label>9781847209580 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research - Methodology<br/>Consumers - Research - Methodology<br/>Qualitative research - Methodology
<br/><br/><label>Dewey Class. No.: </label>658.83