Handbook of Qualitative Research Methods in Marketing - resenha crítica

Sobre o microbook

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; 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; and special issues such as multi-sited ethnography and research on sensitive topics.

Mais livros em

Seja egoísta com sua carreira

Luciano Santos

A Quinta Disciplina

Peter Senge

O código secreto da venda

Jorge Menezes

The Filter Bubble: How the New Personalized Web Is Changing What We Read and How We Think

Eli Pariser

A Marca da Vitória

Phil Knight

Campeões da Raça

Fábio Mendes

O projeto fênix

Kevin Behr & George Spattford & Gene Kim

Mentalidade

Pablo Paucar

O Que Todo Corpo Fala

Joe Navarro & Marvin Karlins

Seja inesquecível

Cintia Borsato & Leny Kyrillos & Roberto‌ ‌Kovalic & Robson Gonçalves