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Handbook of Qualitative Research Methods in Marketing

Handbook of Qualitative Research Methods in Marketing - Research Handbooks in Business and Management Series

Hardback (15 Aug 2006)

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    Other formats & editions

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    Hardback (27 Sep 2024) - Second edition $367.71
    Paperback (15 Mar 2008) RRP $97.00 $88.09

    Publisher's Synopsis

    The Handbook of Qualitative Research Methods in Marketing< >

    • 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
    • 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.

    Book information

    ISBN: 9781845421007
    Publisher: Edward Elgar Publishing
    Imprint: Edward Elgar Publishing
    Pub date:
    DEWEY: 658.83
    DEWEY edition: 22
    Language: English
    Number of pages: 595
    Weight: 1156g
    Height: 234mm
    Width: 156mm
    Spine width: 31mm

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