Doing Research Projects in Marketing, Management and Consumer Research
Résumé
As interpretive research perspectives become increasingly influential in many fields of social science research, so it becomes more important for experienced researchers to become familiar with the philosophical perspectives, data gathering techniques and analytical methods that derive from interpretive research.
This book draws on these interpretive traditions to illustrate precisely how they can be applied to research projects for first-time researchers in the fields of management, marketing and consumer research. Offering many practical examples drawn from existing studies and suggesting new topics for consideration, this book brings together major themes of interpretive research within a practical guide to researching and writing a research project.
Suitable both for the first time researchers and those with more experience, this is an ideal guide for anyone undertaking research in this area of study.
As interpretive research perspectives become increasingly influential in many fields of social science research, so it becomes more important for experienced researchers to become familiar with the philosophical perspectives, data gathering techniques and analytical methods that derive from interpretive research.
This book draws on these interpretive traditions to illustrate precisely how they can be applied to research projects for first-time researchers in the fields of management, marketing and consumer research. Offering many practical examples drawn from existing studies and suggesting new topics for consideration, this book brings together major themes of interpretive research within a practical guide to researching and writing a research project.
Suitable both for the first time researchers and those with more experience, this is an ideal guide for anyone undertaking research in this area of study.
L'auteur - Chris Hackley
Sommaire
- Introduction: doing research projects in marketing, management and consumer research
- Interpretive perspectives and the independent research project
- Choosing the topic
- "Writing up" the research project
- Gathering qualitative data for interpretation
- Major themes and concepts of interpretive research
- Phenomenology
- Ethnography
- Critical research and critical discourse analysis
- Semiotics in marketing and consumer research
- Other approaches: literary theory and narrative analysis, feminism and gender studies, postmodernism and poststructuralism
- Appendix: what is a "good" academic journal?
- References
- Index
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Routledge |
| Auteur(s) | Chris Hackley |
| Parution | 05/01/2004 |
| Nb. de pages | 210 |
| Format | 15,5 x 23,5 |
| Couverture | Broché |
| Poids | 350g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780415268950 |
| ISBN13 | 978-0-415-26895-0 |
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