Image from Coce

Qualitative methods for marketplace research / Shay Sayre.

By: Material type: TextTextPublisher: Thousand Oaks, Calif. : Sage, [2001]Copyright date: ©2001Description: xv, 255 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0761922709
  • 9780761922704
  • 0761922695
  • 9780761922698
Subject(s): DDC classification:
  • 658.83
LOC classification:
  • HF5415.2. S29 2001
Contents:
Foreword -- Pt. I. Approaching Qualitative Methods -- 1. Why Qualitative Research? -- 2. Five Models of Qualitative Research -- 3. Applications of Qualitative Methods for Marketing -- Pt. II. Getting Ready to Research -- 4. Issues and Concerns -- 5. Designing a Study and Writing a Proposal -- Pt. III. Choosing a Research Model -- 6. History, Living Biography, and Self-Narrative -- 7. Using the Case Method -- 8. Phenomenology and Grounded Theory -- 9. Using an Ethnographic Approach -- Pt. IV. Data Collection: Techniques and Tools -- 10. Observation and Fieldwork -- 11. Ways of Knowing: Field Interviews -- 12. Ways of Knowing: Structured Interviews -- 13. Projective Techniques -- Pt. V. Text Analysis and Reporting -- 14. Analyzing Visual and Material Text -- 15. Analyzing Verbal Data -- 16. Writing Field Stories and Narrative Reports -- Resource A. Protocol for a Structured Interview -- Resource B. Protocol for Focus Group Discussion -- Resource C. Additional Text Recommendations by Chapter -- References -- Index -- About the Author.
Tags from this library: No tags from this library for this title. Log in to add tags.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.83 SAY (Browse shelf(Opens below)) 1 Available A255026B
Book City Campus City Campus Main Collection 658.83 SAY (Browse shelf(Opens below)) 1 Available A256197B

Includes bibliographical references (pages 241-247) and index.

Foreword -- Pt. I. Approaching Qualitative Methods -- 1. Why Qualitative Research? -- 2. Five Models of Qualitative Research -- 3. Applications of Qualitative Methods for Marketing -- Pt. II. Getting Ready to Research -- 4. Issues and Concerns -- 5. Designing a Study and Writing a Proposal -- Pt. III. Choosing a Research Model -- 6. History, Living Biography, and Self-Narrative -- 7. Using the Case Method -- 8. Phenomenology and Grounded Theory -- 9. Using an Ethnographic Approach -- Pt. IV. Data Collection: Techniques and Tools -- 10. Observation and Fieldwork -- 11. Ways of Knowing: Field Interviews -- 12. Ways of Knowing: Structured Interviews -- 13. Projective Techniques -- Pt. V. Text Analysis and Reporting -- 14. Analyzing Visual and Material Text -- 15. Analyzing Verbal Data -- 16. Writing Field Stories and Narrative Reports -- Resource A. Protocol for a Structured Interview -- Resource B. Protocol for Focus Group Discussion -- Resource C. Additional Text Recommendations by Chapter -- References -- Index -- About the Author.

Machine converted from AACR2 source record.

There are no comments on this title.

to post a comment.

Powered by Koha