《Handbook of Qualitative Research Methods in Marketing》是Edward Elgar Pub出版的圖書，作者是Belk, Russell W. (EDT)。
基本介紹
- 書名：Handbook of Qualitative Research Methods in Marketing
- 作者：Belk, Russell W. (EDT)
- 出版社：Edward Elgar Pub
- 出版時間：2008年
- 頁數：595 頁
- 定價：255.00 美元
- 裝幀：HRD
- ISBN：9781845421007
內容簡介
Review 'Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe... This extremely informative volume spans the full array of qualitative research areas... Highly recommended.- S.D. Clark, Choice Product Description "The Handbook of Qualitative Research Methods in Marketing" offers both basic and advanced tr...(展開全部) Review 'Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe... This extremely informative volume spans the full array of qualitative research areas... Highly recommended.- S.D. Clark, Choice Product Description "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 netnograph; 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.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. About the Author Edited by Russell W. Belk, Kraft Foods Canada Chair of Marketing, Schulich School of Business, York Univ
