Handbook of qualitative research methods in marketing:
"This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was publi...
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Cheltenham, Glos, UK ; Northampton, Massachusetts, USA
Edward Elgar Publishing
[2024]
|
| Ausgabe: | Second edition |
| Schriftenreihe: | Research handbooks in business and management series
|
| Schlagworte: | |
| Online-Zugang: | DE-521 DE-188 DE-863 DE-862 DE-91 DE-355 DE-706 DE-945 DE-29 Volltext |
| Zusammenfassung: | "This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was published in 2006, and this updated Handbook acknowledges and critiques these fascinating scholarly advancements. Distinguished chapter authors bring together current thought and changing practices in marketing academia and industry. Organized to reflect a start-to-finish approach, the chapters investigate best practices for conceptualizing a project, practical theories and issues to consider, new methods for data collection, such as the use of AI and automated text analysis, and key considerations for writing and presenting work. A fundamental text with a strong contemporary scope, HQRMM provides guidelines for novices and experienced researchers alike. Academics applying qualitative methods to their research will find this second edition to be truly groundbreaking. At the same time, students focusing on marketing, business studies and social sciences will additionally benefit from a special section on getting started. Practitioners who wish to become familiar with the latest scholarship on qualitative methods will also find HQRMM to be an invaluable resource"-- |
| Beschreibung: | Gilt nur für Elgaronline als Quelle: Titel und Verantwortlichkeitsangabe der Landingpage (Elgaronline) entnommen, da kein Titelblatt vorhanden Literaturangaben |
| Beschreibung: | 1 Online-Ressource (xxv, 528 Seiten) Illustrationen |
| ISBN: | 9781035302727 |
| DOI: | 10.4337/9781035302727 |
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| 520 | 3 | |a "This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was published in 2006, and this updated Handbook acknowledges and critiques these fascinating scholarly advancements. Distinguished chapter authors bring together current thought and changing practices in marketing academia and industry. Organized to reflect a start-to-finish approach, the chapters investigate best practices for conceptualizing a project, practical theories and issues to consider, new methods for data collection, such as the use of AI and automated text analysis, and key considerations for writing and presenting work. A fundamental text with a strong contemporary scope, HQRMM provides guidelines for novices and experienced researchers alike. Academics applying qualitative methods to their research will find this second edition to be truly groundbreaking. At the same time, students focusing on marketing, business studies and social sciences will additionally benefit from a special section on getting started. Practitioners who wish to become familiar with the latest scholarship on qualitative methods will also find HQRMM to be an invaluable resource"-- | |
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Datensatz im Suchindex
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| discipline | Wirtschaftswissenschaften |
| doi_str_mv | 10.4337/9781035302727 |
| edition | Second edition |
| format | Electronic eBook |
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| spellingShingle | Handbook of qualitative research methods in marketing Marketingforschung (DE-588)4200055-5 gnd Qualitative Methode (DE-588)4137346-7 gnd Marktforschung (DE-588)4037630-8 gnd Verbraucherforschung (DE-588)4187567-9 gnd |
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| title | Handbook of qualitative research methods in marketing |
| title_alt | Qualitative research methods in marketing |
| title_auth | Handbook of qualitative research methods in marketing |
| title_exact_search | Handbook of qualitative research methods in marketing |
| title_full | Handbook of qualitative research methods in marketing edited by Russel W. Belk and Cele Otnes |
| title_fullStr | Handbook of qualitative research methods in marketing edited by Russel W. Belk and Cele Otnes |
| title_full_unstemmed | Handbook of qualitative research methods in marketing edited by Russel W. Belk and Cele Otnes |
| title_short | Handbook of qualitative research methods in marketing |
| title_sort | handbook of qualitative research methods in marketing |
| topic | Marketingforschung (DE-588)4200055-5 gnd Qualitative Methode (DE-588)4137346-7 gnd Marktforschung (DE-588)4037630-8 gnd Verbraucherforschung (DE-588)4187567-9 gnd |
| topic_facet | Marketingforschung Qualitative Methode Marktforschung Verbraucherforschung Aufsatzsammlung |
| url | https://doi.org/10.4337/9781035302727 |
| work_keys_str_mv | AT belkrussellw handbookofqualitativeresearchmethodsinmarketing AT otnescele handbookofqualitativeresearchmethodsinmarketing AT belkrussellw qualitativeresearchmethodsinmarketing AT otnescele qualitativeresearchmethodsinmarketing |