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035 _a(ATU)b10341018
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040 _aDLC
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_dATU
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050 0 0 _aHF5415.2.
_bS29 2001
082 0 _a658.83
100 1 _aSayre, Shay,
_eauthor.
_91027398
245 1 0 _aQualitative methods for marketplace research /
_cShay Sayre.
264 1 _aThousand Oaks, Calif. :
_bSage,
_c[2001]
264 4 _c©2001
300 _axv, 255 pages :
_billustrations ;
_c24 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references (pages 241-247) and index.
505 0 0 _tForeword --
_gPt. I.
_tApproaching Qualitative Methods --
_g1.
_tWhy Qualitative Research? --
_g2.
_tFive Models of Qualitative Research --
_g3.
_tApplications of Qualitative Methods for Marketing --
_gPt. II.
_tGetting Ready to Research --
_g4.
_tIssues and Concerns --
_g5.
_tDesigning a Study and Writing a Proposal --
_gPt. III.
_tChoosing a Research Model --
_g6.
_tHistory, Living Biography, and Self-Narrative --
_g7.
_tUsing the Case Method --
_g8.
_tPhenomenology and Grounded Theory --
_g9.
_tUsing an Ethnographic Approach --
_gPt. IV.
_tData Collection: Techniques and Tools --
_g10.
_tObservation and Fieldwork --
_g11.
_tWays of Knowing: Field Interviews --
_g12.
_tWays of Knowing: Structured Interviews --
_g13.
_tProjective Techniques --
_gPt. V.
_tText Analysis and Reporting --
_g14.
_tAnalyzing Visual and Material Text --
_g15.
_tAnalyzing Verbal Data --
_g16.
_tWriting Field Stories and Narrative Reports --
_gResource A.
_tProtocol for a Structured Interview --
_gResource B.
_tProtocol for Focus Group Discussion --
_gResource C.
_tAdditional Text Recommendations by Chapter --
_tReferences --
_tIndex --
_tAbout the Author.
588 _aMachine converted from AACR2 source record.
650 0 _aMarketing research
_xMethodology
_9372177
907 _a.b10341018
_b12-01-17
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