Handbook of Qualitative Research Methods in Marketing [Minkštas viršelis]

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.