Qualitative marketing research : a cultural approach

著者

• Moisander, Johanna
• Valtonen, Anu

書誌事項

Qualitative marketing research : a cultural approach

Johanna Moisander and Anu Valtonen

（Introducing qualitative methods）

Sage, 2006

• : pbk

注記

Bibliography: p. [212]-224

Includes index

内容説明・目次

内容説明

Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory. The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.

目次

PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS `Cultural Turn' in Marketing and Consumer Research Evaluating Cultural Research PART TWO: CULTURAL DATA AND METHODS Ethnographies Cultural Texts and Talk Visual Materials and Methods PART THREE: ANALYSIS IN CULTURAL RESEARCH Interpretation and Interpretive Frameworks Analysis in Practice Criteria for Good Cultural Analysis PART FOUR: WRITING CULTURAL RESEARCH Writing in Cultural Research Writing up Cultural Research PART FIVE: DEFENDING YOUR RESEARCH REPORT Theoretical Legacies and Philosophical Questions

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA7747816X
• ISBN:
  • 1412903807
  • 1412903815
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: London
• ページ数/冊数: xi, 227 p.
• 大きさ: 25 cm
• 親書誌ID:
  • BA39599385