Qualitative Consumer and Marketing Research
Qualitative Consumer and Marketing Research
Fischer, Eileen; Belk, Russell W.; Kozinets, Robert
Sage Publications Ltd
12/2012
240
Mole
Inglês
9780857027672
15 a 20 dias
420
Getting Started: How to Begin a Qualitative Research Project
Depth Interviews
Ethnography and Observational Methods
Online Observation and Netnography
Data Collection Aids
Approaches to Data Analysis, Interpretation and Theory Building for Scholarly Research
Analysis, Theory and Presentation for Managers
Presenting, Disseminating, and Sharing
Final Thoughts
Getting Started: How to Begin a Qualitative Research Project
Depth Interviews
Ethnography and Observational Methods
Online Observation and Netnography
Data Collection Aids
Approaches to Data Analysis, Interpretation and Theory Building for Scholarly Research
Analysis, Theory and Presentation for Managers
Presenting, Disseminating, and Sharing
Final Thoughts