Handbook of Qualitative Research Methods in Marketing
Second Edition
Seiten
2024
|
2nd edition
Edward Elgar Publishing Ltd (Verlag)
978-1-0353-0271-0 (ISBN)
Edward Elgar Publishing Ltd (Verlag)
978-1-0353-0271-0 (ISBN)
- Noch nicht erschienen (ca. September 2024)
- Versandkostenfrei innerhalb Deutschlands
- Auch auf Rechnung
- Verfügbarkeit in der Filiale vor Ort prüfen
- Artikel merken
This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was published in 2006, and this updated Handbook acknowledges and critiques these fascinating scholarly advancements.
Distinguished chapter authors bring together current thought and changing practices in marketing academia and industry. Organized to reflect a start-to-finish approach, the chapters investigate best practices for conceptualizing a project, practical theories and issues to consider, new methods for data collection, such as the use of AI and automated text analysis, and key considerations for writing and presenting work. A fundamental text with a strong contemporary scope, HQRMM provides guidelines for novices and experienced researchers alike.
Academics applying qualitative methods to their research will find this second edition to be truly groundbreaking. At the same time, students focusing on marketing, business studies and social sciences will additionally benefit from a special section on getting started. Practitioners who wish to become familiar with the latest scholarship on qualitative methods will also find HQRMM to be an invaluable resource.
Distinguished chapter authors bring together current thought and changing practices in marketing academia and industry. Organized to reflect a start-to-finish approach, the chapters investigate best practices for conceptualizing a project, practical theories and issues to consider, new methods for data collection, such as the use of AI and automated text analysis, and key considerations for writing and presenting work. A fundamental text with a strong contemporary scope, HQRMM provides guidelines for novices and experienced researchers alike.
Academics applying qualitative methods to their research will find this second edition to be truly groundbreaking. At the same time, students focusing on marketing, business studies and social sciences will additionally benefit from a special section on getting started. Practitioners who wish to become familiar with the latest scholarship on qualitative methods will also find HQRMM to be an invaluable resource.
Edited by Russell W. Belk, Kraft Foods Canada Chair in Marketing and York University Distinguished Research Professor, Schulich School of Business, York University, Toronto, Canada and Cele Otnes, Professor Emerita of Marketing, Gies College of Business, University of Illinois at Urbana-Champaign, US
Erscheint lt. Verlag | 28.9.2024 |
---|---|
Reihe/Serie | Research Handbooks in Business and Management series |
Verlagsort | Cheltenham |
Sprache | englisch |
Maße | 169 x 244 mm |
Themenwelt | Schulbuch / Wörterbuch ► Lexikon / Chroniken |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
ISBN-10 | 1-0353-0271-3 / 1035302713 |
ISBN-13 | 978-1-0353-0271-0 / 9781035302710 |
Zustand | Neuware |
Haben Sie eine Frage zum Produkt? |
Mehr entdecken
aus dem Bereich
aus dem Bereich
Grundlagen marktorientierter Unternehmensführung : Konzepte, …
Buch (2024)
Springer Gabler (Verlag)
49,99 €
Aufgaben, Werkzeuge und Erfolgsfaktoren
Buch | Softcover (2023)
Vahlen (Verlag)
21,90 €
Digitale Geschäftsmodelle verstehen, designen, bewerten
Buch | Hardcover (2022)
Hanser (Verlag)
39,99 €