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Handbook Of Qualitative Research Methods In Marketing |
Edited by Russell W. Belk, Kraft Foods Canada Chair of Marketing, Schulich School of Business, York University, Toronto, Canada
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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 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.
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Contents: Part I: History and Scope Part II: Paradigmatic Perspectives Part III: Research Contexts Part IV: Data Collection Methods Part V: Data Analysis Methods Part VI: Presenting Qualitative Research Part VII: Applications Part VIII: Special Issues Index
Contributors: E. Arnould, S. Bahl, S.M. Baker, R.W. Belk, A. Bengtsson, S. Brown, M. Catterall, J. Cayla, J. Chambers, M. Chen, S. Commuri, D.T. Cook, J. Cotte, R.A. Coulter, F.F. Csaba, A. Davies, R.M. Denny, J. Deschenes, J.F. Durgee, K.M. Ekström, R. Elliott, E. Fischer, J.W. Gentry, G. Ger, S.J. Gould, E.C. Hirschman, M.K. Hogg, M.B. Holbrook, G.C. Hopkinson, D.G.B. Jones, A. Joy, S.M. Kates, G. Kistruck, D. Kjeldgaard, R.V. Kozinets, S.J. Levy, T.M. Lowrey, P. Maclaren, D.M. Martin, J.H. McAlexander, D.G. Mick, G.R. Milne, R. Moisio, J.B. Murray, J. Ostberg, L.R. Oswald, C.C. Otnes, J.L. Ozanne, D. Panther-Yates, L. Peñaloza, L. Price, D.W. Rook, J.A. Ruth, Ö. Sandikci, S. Sayre, J.W. Schouten, L.M. Scott, J.E. Schroeder, J.F. Sherry, K. Sredl, P.L. Sunderland, G. Troilo, T.H. Witkowski
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This book is an Elgar original reference
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Table of Contents
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