Handbook of Qualitative Research Methods in MarketingWydawnictwo: Edward Elgar Publishing Ltd.
- liczba stron
- biznes, finanse
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