| Handbook of Qualitative Research Methods in Marketing (Elgar Original Reference) |  | Creator: Russell W. Belk
Publisher: Edward Elgar Pub
Category: Book
List Price: $80.00
Buy New: $79.99
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Sales Rank: 886395
Media: Paperback
Pages: 595
Shipping Weight (lbs): 8.3
Dimensions (in): 9.5 x 6.7 x 1.4
ISBN: 1847209580
Dewey Decimal Number: 380
EAN: 9781847209580
Publication Date: May 30, 2008
Availability: Usually ships in 1-2 business days
Shipping: International shipping available
Condition: Brand New. Delivery is usually 5 - 8 working days from order, International is by Royal Mail Airmail
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Product Description
"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 netnograph; 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; and, special issues such as multi-sited ethnography and research on sensitive topics.Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.
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