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Handbook of Qualitative Research Methods in Marketing

Handbook of Qualitative Research Methods in Marketing

Second Edition

by Russell W. Belk and Cele Otnes
Hardback
Publication Date: 24/09/2024

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This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was published in 2006, and this updated Handbook acknowledges and critiques these fascinating scholarly advancements.

Distinguished chapter authors bring together current thought and changing practices in marketing academia and industry. Organized to reflect a start-to-finish approach, the chapters investigate best practices for conceptualizing a project, practical theories and issues to consider, new methods for data collection, such as the use of AI and automated text analysis, and key considerations for writing and presenting work. A fundamental text with a strong contemporary scope, HQRMM provides guidelines for novices and experienced researchers alike.

Academics applying qualitative methods to their research will find this second edition to be truly groundbreaking. At the same time, students focusing on marketing, business studies and social sciences will additionally benefit from a special section on getting started. Practitioners who wish to become familiar with the latest scholarship on qualitative methods will also find HQRMM to be an invaluable resource.

ISBN:
9781035302710
9781035302710
Category:
Research methods: general
Format:
Hardback
Publication Date:
24-09-2024
Language:
English
Publisher:
Edward\Elgar#Publishing, Incorporated
Country of origin:
United States
Edition:
2nd Edition
Dimensions (mm):
245x176x36.67mm
Weight:
1.08kg

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