000			02113nam a22002417a 4500
003			JGU
005			20241119020008.0
008			241113b |||||||| |||| 00| 0 eng d
020			_a9781035302710 _qhbk.
040			_beng _cJGU
041			_aeng
245			_aHandbook of qualitative research methods in marketing / _cedited by Russell W. Belk, Cele Otnes.
260			_aGlos : _bEdward Elgar, _c2024.
440			_aResearch Handbooks in Information Systems _91665175
520			_a"This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was published in 2006, and this updated Handbook acknowledges and critiques these fascinating scholarly advancements. 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." --
650			_aMarketing research--Methodology.
650			_aConsumers--Research--Methodology.
700	1		_aBelk, Russell W., _eeditor
700	1		_aOtnes, Cele, _eeditor
999			_c3093567 _d3093567