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_aDLC _beng _erda _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] |
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264 | 4 | _c©2001 | |
300 |
_axv, 255 pages : _billustrations ; _c24 cm |
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336 |
_atext _btxt _2rdacontent |
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337 |
_aunmediated _bn _2rdamedia |
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338 |
_avolume _bnc _2rdacarrier |
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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 |
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