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£245.00
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Edward Elgar Publishing Edward Elgar Handbook of Qualitative Research in Marketing
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Description
Key Features
This handbook covers diverse research paradigms such as grounded theory and semiotics for deep marketing insights.
Explore various data collection methods including netnography and projectives within the Edward Elgar Publishing text.
Learn specialized data analysis methods including metaphoric and visual analyses used in modern marketing research.
The book examines practical applications like ZMET applied to Broadway plays and depth interviews with executives.
Gain knowledge on presentation topics such as videography and reflexivity to improve research communication.
Study special research issues including multi-sited ethnography and methods for researching sensitive topics.
Access expertise from leading scholars and practitioners representing North America and Europe.
Product Specifications
- Brand
- Edward Elgar Publishing
- Format
- hardcover
- ASIN
- 1845421000
- Domain
- Amazon UK
- Release Date
- 21 December 2006
- Listed Since
- 23 January 2007
Barcode
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