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.

http://books.google.com/books/previewlib.js

GBS_insertEmbeddedViewer(“8n9RPgAACAAJ”, 500,400);