マーケティング・経営・消費者研究における調査手法 Doing Research Projects in Marketing, Management and Consumer Research

Hackley, Christopher E.

Routledge（2003/09発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 192 p.
• 言語 ENG
• 商品コード 9780415268950
• DDC分類 658.0072

基本説明

Topics covered include - Choosing the topic; Gathering qualitative data for interpretation; Themes and concepts of interpretive research; Semiotics, marketing and consumer research.

Full Description

As interpretive research perspectives become increasingly influential in the social sciences, so it becomes increasingly important for experienced researchers to familiarize themselves with the philosophical perspectives, data gathering techniques and analytical methods derived from interpretive research. Examining these interpretive traditions, this informative book illustrates how they can be applied to research projects for first-time researchers in the fields of management, marketing and consumer research. Topics covered include:choosing the topicgathering qualitative data for interpretationthemes and concepts of interpretive researchsemiotics, marketing and consumer research.In offering practical examples drawn from existing studies and suggesting new topics for consideration, this book brings together major themes of interpretive research within a valuable practical guide. Suitable both for first time researchers and those with more experience, this is an ideal guide for anyone undertaking research in this area of study.

Contents

1. The Aims and Scope of this Book 2. The Research Project ProcessChoosing the Topic 3. 'Writing up' the Research Project 4. Gathering Qualitative Data for Interpretation 5. Introducing the Interpretive Perspectives 6. Phenomenology/Existentialism 7. Ethnography 8. Critical Research and Critical Discourse Analysis 9. Semiotics 10. Literary Theory and Narrative Analysis: Feminism and Gender Studies: Postmodernism and Poststructuralism