Handbook of qualitative research methods in marketing
Handbook of qualitative research methods in marketing:

History of qualitative research methods in marketing /Sidney J. Levy --Breaking new ground : developing grounded theories in marketing and consumer behavior /Eileen Fischer and Cele C. Otnes --The semiotic paradigm on meaning in the marketplace /David Glen Mick and Laura R. Oswald --Rethinking the c...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
Format: Elektronisch E-Book
Sprache:English
Veröffentlicht: Cheltenham ; Northampton, Mass Edward Elgar c2006
Schriftenreihe:Edward Elgar E-Book Archive
Schlagworte:
Electronic books
Marketing research > Methodology
Consumers > Research > Methodology
Qualitative research > Methodology
Online-Zugang:DE-12
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DE-1046
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DE-M347
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DE-Re13
DE-91
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Volltext
Zusammenfassung:History of qualitative research methods in marketing /Sidney J. Levy --Breaking new ground : developing grounded theories in marketing and consumer behavior /Eileen Fischer and Cele C. Otnes --The semiotic paradigm on meaning in the marketplace /David Glen Mick and Laura R. Oswald --Rethinking the critical imagination /Jeff B. Murray and Julie L. Ozanne --Qualitative research in advertising : twenty years in revolution /Linda M. Scott --Qualitative historical research in marketing /Terrence H. Witkowski and D.G. Brian Jones --Researching the cultures of brands /Anders Bengtsson and Jacob Ostberg --Researching brands ethnographically : an interpretive community approach /Steven M. Kates --Making contexts matter : selecting research contexts for theoretical insights /Eric Arnould, Linda Price and Risto Moisio --Netnography 2.0 /Robert V. Kozinets --Let's pretend : projective methods reconsidered /Dennis W.
Rook --Stories : how they are used and produced in market(ing) research /Gillian C. Hopkinson and Margaret K. Hogg --The extended case method in consumer research /Steven M. Kates --Unpacking the many faces of introspective consciousness : a metacognitive-poststructuralist exercise /Stephen J. Gould --Mixed methods in interpretive research : an application to the study of the self concept /Shalini Bahl and George R. Milne --The Monticello correction : consumption in history /Linda M. Scott, Jason Chambers and Katherine Sredl --Using video-elicitation to research sensitive topics : understanding the purchase process following natural disaster /Shay Sayre --Using oral history methods in consumer research /Richard Elliott and Andrea Davies --Focus groups in marketing research /Miriam Catterall and Pauline Maclaran --Fielding ethnographic teams : strategy, implementation, and evaluation /John F.
Sherry --Writing pictures/taking fieldnotes : towards a more visual and material ethnographic consumer research /Lisa Peñaloza and Julien Cayla --Metaphors, needs and new product ideation /Jeffrey F. Durgee and Manli Chen --Critical visual analysis /Jonathan E. Schroeder --Framing the research and avoiding harm : representing the vulnerability of consumers /Stacey Menzel Baker and James W. Gentry --Camcorder society : quality videography in consumer and marketing research /Robert V. Kozinets and Russell W. Belk --Writing it up, writing it down : being reflexive in accounts of consumer behavior /Annamma Joy ... [et al.] --Reading ethnographic research : bringing segments to life through movie making and metaphor /Diane M. Martin, John W. Schouten and James H. McAlexander --Entering entertainment : creating consumer documentaries for corporate clients /Patricia L. Sunderland --Capturing time /Cele C. Otnes ...
Beschreibung:Includes bibliographical references and index
Beschreibung:1 Online-Ressource (xi, 595 Seiten) ill
ISBN:9781847204127
DOI:10.4337/9781847204127

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