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EbookBell Team
4.3
48 reviews* 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 * special issues such as multi-sited ethnography and research on sensitive topics.
Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.
