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. Authors include
leading scholars and practitioners from North America and Europe.
They draw on a wealth of experience using well-established as well
as emerging qualitative research methods. The result is a thorough,
timely, and useful Handbook that will educate, inspire, and serve
as standard reference for marketing academics and practitioners
alike.
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