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Qualitative marketing research : a cultural approach / Johanna Moisander, Anu Valtonen

Main Author Moisander, Johanna Coauthor Valtonen, Anu Publication Londres : SAGE, cop. 2006 Description xi, 267 p. ISBN 9781412903806 Topical name Marketing
Mercado - Estudo
Marketing - Pesquisa
Investigação qualitativa CDU 658.8.012.1
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8.012.1 MOI 9199 Available 9199
Total holds: 0

Contents

Part I - Cultural Approach to Markets and Methods

"Cultural Turn" in Marketing and Consumer Research
Evaluating Cultural Research

Part II - Cultural Data and Methods

Ethnographies
Cultural Texts and Talk
Visual Materials and Methods

Part III - Analysis in Cultural Research

Interpretation and Interpretive Frameworks
Analysis in Practice
Criteria for Good Cultural Analysis

Part IV - Writing in Cultural Research

Writing in Cultural Research
Writing up Cultural Research

Part V - Defending Your Research Report

Theoretical Legacies and Philosophical Questions

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