Handbook of Qualitative Research Methods in Marketing - 9781847209580

Handbook of Qualitative Research Methods in MarketingAuthor(s): Russell W. Belk\nFormat: Paperback\nPublisher: Edward Elgar Publishing Ltd, United Kingdom\nImprint: Edward Elgar Publishing Ltd\nISBN-13: 9781847209580, 978-1847209580\nSynopsis\nThe Handbook of Qualitative Research Methods in Marketing< >\nresearch 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.\nAuthors 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 use.