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Handbook of Qualitative Research Methods in Marketing

By: Russell W. Belk (Author)

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Ksh 15,250.00

Format: Paperback or Softback

ISBN-13: 9781847209580

Publisher: Edward Elgar Publishing Ltd

Publication Date: Mar 31st, 2008

Weight: 207 grams

Dimension: 23.40 x 15.60 x 0.70 cms

Category: Sales & marketing management

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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.

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