Author | Sayre, Shay |
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Title | Qualitative methods for marketplace research / by Shay Sayer |
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Imprint |
Thousand Oaks : Sage, 2001 |
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Descript |
xv, 255 p. : ill. ; 23 cm |
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CONTENT
Approaching quanlitative methods: Why qualitative research? ; Five models of qualitative research ; Applications of qaulitative methods for marketing -- Getting ready to research: Issues and concerns ; Designing a study and writing a proposal -- Choosing a research model: History, living biography, and self-narrative ; Using the case method ; Phenomenology and grounded theory ; Using an ethnographic approach -- Data collection: techniques and tools: Observation and fieldwork ; Ways of knowing: field interview ; Ways of knowing: structured interviews ; Projective techniques -- Text analysis and reporting: Analyzing visual and material text ; Analyzing verbal data ; Writing field stories and narrative reports
SUBJECT
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Marketing research -- Methodology
LOCATION | CALL# | STATUS |
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Central Library (4th Floor) | 658.83 S275Q |
CHECK SHELVES
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