Handbook of qualitative research methods in marketing

Handbook of qualitative research methods in marketing

Presents a history of qualitative methods in marketing. This book discusses 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; and, data analysis methods such as metaphor...

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Bibliographic Details
Other Authors: Belk, Russell W. (Editor)
Format: Book
Language:English
Published: Cheltenham, UK Edward Elgar 2006
Subjects:
Consumers > Methodology > Research
Qualitative research > Methodology > Methodology
Marketing research > Methodology
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