Description
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.
About the Author
Edited by Russell W. Belk, Kraft Foods Canada Chair in Marketing and York University Distinguished Research Professor, Schulich School of Business, York University, Toronto, Canada and Cele Otnes, Professor Emerita of Marketing, Gies College of Business, University of Illinois at Urbana-Champaign, US
Reviews
'This book covers all the methods a qualitative researcher needs to have in their back pocket, from traditional ethnography through to the cutting edge, such as artificial intelligence, consumer video and netnography. A must read for marketing PhD students and faculty interested in researching the meaning behind consumer behaviors.' -- Giana M. Eckhardt, King's College London, UK
Book Information
ISBN 9781035302710
Author Russell W. Belk
Format Hardback
Page Count 554
Imprint Edward Elgar Publishing Ltd
Publisher Edward Elgar Publishing Ltd
