Qualitative Research in Marketing and Management: Doing Interpretive Research Projects

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Synopsis
This is a practical and accessible introduction to interpretive methods for doing qualitative marketing and management research projects.Bringing together concepts of qualitative research from ethnography, digital ethnography, phenomenology, assemblage theory, critical discourse analysis, semiotics, literary analysis, practice theory, postmodernism, poststructuralism and other areas, it has a uniquely pragmatic approach. The book bridges the gap between advanced, specialised books on research traditions with more general introductory business research books. The first half of the book considers the practicalities of research and writing a research project, including the craft of academic writing, the critical literature review, the role of the independent research project as part of university courses, suggested projected structures, standards of academic scholarship, and the main techniques for gathering qualitative data. The book’s second half deals with abstract concepts and advanced theory by looking at key theoretical traditions that guide the interpretation of qualitative data. This third edition has been fully updated to include new examples, insights from recent research, and an improved pedagogy for logic and clarity throughout, as well as more graphics, diagrams, chapter summaries and exercises to aid understanding.It is perfect for advanced undergraduate and postgraduate students of Marketing, Management, Consumer Behaviour and Research Methods.Online resources include PowerPoint lecture slides.
Copyright:
2025

Book Details

Book Quality:
Publisher Quality
ISBN-13:
9781040272510
Related ISBNs:
9781032557816, 9781040272466, 9781003432203, 9781032557809, 9780429822797
Publisher:
Taylor & Francis
Date of Addition:
Copyrighted By:
Chris Hackley
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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