Qualitative marketing research : a cultural approach / Johanna Moisander and Anu Valtonen.
By: Moisander, Johanna.
Contributor(s): Valtonen, Anu.Material type: TextSeries: Introducing qualitative methods. Publisher: London : Thousand Oaks : SAGE, 2006Description: xi, 227 p. ; 25 cm.ISBN: 9781412903813; 1412903807 (cased); 1412903815 (pbk.); 9781412903806; 9781412903813.Subject(s): Marketing research | Qualitative research | Marketing | Kwalitatieve methoden | Culturele aspectenDDC classification: 658.83 Other classification: 85.40 Online resources: Publisher description | Table of contents only | WorldCat details | E-Book Fulltext
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|658.81 PRO Professional selling: a trust-based approach /||658.8101 CHS Sales training basics :||658.83 MCC Contemporary marketing research :||658.83 MOQ Qualitative marketing research :||658.83 ZIE Exploring marketing research||658.8342 SCC Consumer behavior /||659.1 HAA Advertising and promotion :|
Includes bibliographical references and index.
Table of contents PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS 'Cultural Turn' in Marketing and Consumer Research Evaluating Cultural Research PART TWO: CULTURAL DATA AND METHODS Ethnographies Cultural Texts and Talk Visual Materials and Methods PART THREE: ANALYSIS IN CULTURAL RESEARCH Interpretation and Interpretive Frameworks Analysis in Practice Criteria for Good Cultural Analysis PART FOUR: WRITING CULTURAL RESEARCH Writing in Cultural Research Writing up Cultural Research PART FIVE: DEFENDING YOUR RESEARCH REPORT Theoretical Legacies and Philosophical Questions
Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, this work unpacks the cultural approach in the field of marketing and consumer research. It also provides a study for those interested in cultural approaches to economic and social theory.