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Edward Elgar Publishing Handbook of Qualitative Research Methods in Marketing (Research Handbooks in Business and Management series)

Name: Handbook of Qualitative Research Methods in Marketing (Research Handbooks in Business and Management series)
Brand: Edward Elgar Publishing

Management Science

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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.

Product Specifications

Brand: Edward Elgar Publishing
Format: hardcover
ASIN: 1845421000
Category: Books > Subjects > Business, Finance & Law > Management > Management Science
Domain: Amazon UK
Release Date: 21 December 2006
Listed Since: 23 January 2007

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Edward Elgar Publishing Handbook of Qualitative Research Methods in Marketing (Research Handbooks in Business and Management series)

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