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Handbook Of Qualitative Research Methods In Marketing by Russell W. Belk

Handbook Of Qualitative Research Methods In Marketing

by Russell W. Belk
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Book cover type: Paperback
  • ISBN13: 9781847209580
  • Binding: Paperback
  • Subject: Writing/Research Methods
  • Publisher: Edward Elgar
  • Publisher Imprint: Edward Elg
  • Publication Date:
  • Pages: 595
  • Original Price: GBP 68.95
  • Language: English
  • Edition: N/A
  • Item Weight: 207 grams
  • BISAC Subject(s): Marketing / Research

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; and special issues such as multi-sited ethnography and research on sensitive topics.

Edited by Russell W. Belk, Kraft Foods Canada Chair in Marketing and York University Distinguished Research Professor, Schulich School of Business, York University, Toronto, Canada

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