Chris Hackley (Royal Holloway, University of London, UK)

Qualitative Research in Marketing and Management

Doing Interpretive Research Projects

• Broschiertes Buch

Produktbeschreibung

This is a practical and accessible introduction to interpretive methods for doing qualitative marketing and management research projects. It is perfect for advanced undergraduate and postgraduate students of Marketing, Management, Consumer Behaviour and Research Methods.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• 3 ed
• Seitenzahl: 304
• Erscheinungstermin: 17. Dezember 2024
• Englisch
• Abmessung: 153mm x 235mm x 22mm
• Gewicht: 482g
• ISBN-13: 9781032557809
• ISBN-10: 103255780X
• Artikelnr.: 71722715

Autorenporträt

Chris Hackley PhD is Full Professor of Marketing at Royal Holloway, University of London, UK.

Inhaltsangabe

Foreword. Introduction. Part 1: Doing qualitative research projects 1.
Qualitative research projects: interpreting data 2. Deciding on the topic
and designing the project 3. Writing high quality research projects- from
description to critique 4. Gathering and interpreting qualitative data sets
5. Sociological paradigms and research philosophy Part 2: Working in
theoretical traditions of interpretive research 6. Practical existential
phenomenology for student researchers 7. Ethnography and associated
methods- Digital ethnography; autoethnography; practice theory; assemblage
theory 8. Literary theory and qualitative research- the analysis of text,
narrative and stories 9. Critical research: Power, ethnicity, gender 10.
Critical discourse analysis