| Titre : | Handbook of qualitative research methods in marketing |
| Auteurs : | W. Belk RUSSEL, Directeur de publication |
| Type de document : | Texte imprimé |
| Editeur : | Cheltenham : Edward Elgar, 2006 |
| Importance matérielle : | 595 p. |
| ISBN/ISSN/EAN : | 978-1-84720-958-0 |
| Langues: | Anglais |
| Index. décimale : | 121.25 |
| Mots-clés : |
[Classement] GESTION DU MARKETING [Aciège 2017] RECHERCHE COMMERCIALE [Aciège 2017] ANALYSE DES DONNEES [Aciège 2017] STATISTIQUE DESCRIPTIVE |
| Résumé : | 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. |
Exemplaires (1)
| Code-barres | Cote | Support | Emplacement | Disponibilité |
|---|---|---|---|---|
| 037363 | 121.25 RUS | Livre | Salle de lecture | Disponible |
