Handbook Of Qualitative Research Methods In Marketing - Russell W. Belk - Books - Edward Elgar Publishing Ltd - 9781847209580 - March 31, 2008
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Russell W. Belk
Handbook Of Qualitative Research Methods In Marketing

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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.

608 pages

Media Books     Book
Released March 31, 2008
ISBN13 9781847209580
Publishers Edward Elgar Publishing Ltd
Pages 608
Dimensions 156 × 234 × 7 mm   ·   250 g   (Weight (estimated))
Language English  
Editor Belk, Russell W.

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