Handbook of Qualitative Research Methods in Marketing by Russell W. B

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Handbook of Qualitative Research Methods in Marketing by Russell W. B

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Description

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.

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Specification

Brand No Brand
Category Business, Finance & Law
Author Russell W. Belk
Format Paperback
Language English
Number of Pages 608
Publication Date 2008-03-01
Publisher / Label Edward Elgar Publishing Ltd
Fruugo ID 48371377-96040473
ISBN 9781847209580
Retailer VRN GB186452776