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Handbook of Qualitative Research Methods in Marketing

Handbook of Qualitative Research Methods in Marketing - Research Handbooks in Business and Management Series

Paperback (15 Mar 2008)

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Publisher's Synopsis

The Handbook of Qualitative Research Methods in Marketing< >

  • 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.

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.

Book information

ISBN: 9781847209580
Publisher: Edward Elgar Publishing
Imprint: Edward Elgar Publishing
Pub date:
DEWEY: 658.83
DEWEY edition: 22
Language: English
Number of pages: 608
Weight: 207g
Height: 234mm
Width: 156mm
Spine width: 7mm