DOING RESEARCH PROJECTS IN MARKETING MANAGEMENT AND CONSUMER RESEARCH HACKLEY C. Księgarnia

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

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.

Table of Contents:
1. The aims and scope of this book

2. The Research Project Process: choosing 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

Author Biography:
Chris Hackley is Senior Lecturer of Marketing at Birmingham Business School, Birmingham University. He has published extensively on the subject of marketing and research.

210 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.