{"product_id":"handbook-of-qualitative-research-methods-in-marketing-9781847209580","title":"Handbook Of Qualitative Research Methods In Marketing","description":"\u003cp\u003e • Author(s): Russell W. Belk\u003cbr\u003e • Publisher: Edward Elgar\u003cbr\u003e • Publisher Imprint: Edward Elg\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe 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.\u003c\/p\u003e","brand":"Edward Elgar","offers":[{"title":"Paperback","offer_id":45091396321431,"sku":"9781847209580","price":5756.0,"currency_code":"INR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9781847209580.webp?v=1769204350","url":"https:\/\/atlanticbooks.com\/products\/handbook-of-qualitative-research-methods-in-marketing-9781847209580","provider":"Atlantic Books","version":"1.0","type":"link"}