Handbook of Qualitative Research Methods in Marketing

by Russell W. Belk

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...

• Format: Paperback
• Language: English
• ISBN: 1847209580
• ISBN13: 9781847209580
• Release Date: May 2008
• Publisher: Edward Elgar Publishing
• Length: 608 Pages
• Weight: 1.00 lbs.