Handbook of qualitative research methods in marketing

• 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
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xi, 595 pages illustrations 26 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 9781845421007; 1845421000

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 metaphoric and visual analyses.