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- Handbook of Qualitative Research Methods in Marketing
Handbook of Qualitative Research Methods in Marketing
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Presents a history of qualitative methods in marketing. This book discusses practice in: research paradigms such as grounded theory and semiotics, research contexts such as advertising and brands, data collection methods such as projectives and netnograph, and, data analysis methods such as metaphoric and visual analyses.
Folgt in ca. 15 Arbeitstagen