Qualitative Methoden für die Marktforschung, Sayre, Shay, 9780761922704

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Artikelzustand
Sehr gut: Buch, das nicht neu aussieht und gelesen wurde, sich aber in einem hervorragenden Zustand ...
ISBN
9780761922704
Kategorie

Über dieses Produkt

Product Identifiers

Publisher
SAGE Publications, Incorporated
ISBN-10
0761922709
ISBN-13
9780761922704
eBay Product ID (ePID)
1857447

Product Key Features

Number of Pages
272 Pages
Language
English
Publication Name
Qualitative Methods for Marketplace Research
Publication Year
2001
Subject
Marketing / Research
Type
Textbook
Subject Area
Business & Economics
Author
Shay Sayre
Format
Trade Paperback

Dimensions

Item Height
0.5 in
Item Weight
13.1 Oz
Item Length
9 in
Item Width
6 in

Additional Product Features

Intended Audience
Scholarly & Professional
LCCN
00-012352
Reviews
"Shay Sayre offers a rich and stimulating encounter. Her volume overflows with information, touching on the great array of ideas and methods available for conducting qualitative research. The practicality of her approach translates the most abstruse concepts into accessible actions. She has a distinctive, even laconic voice that cuts through the heart of her material. She gives the reader insight, examples, and the encouragement to experience the illumination that comes with trying out new ideas." -- Sidney J. Levy, "Shay Sayre offers a rich and stimulating encounter. Her volume overflows with information, touching on the great array of ideas and methods available for conducting qualitative research. The practicality of her approach translates the most abstruse concepts into accessible actions. She has a distinctive, even laconic voice that cuts through the heart of her material. She gives the reader insight, examples, and the encouragement to experience the illumination that comes with trying out new ideas." , Shay Sayre offers a rich and stimulating encounter. Her volume overflows with information, touching on the great array of ideas and methods available for conducting qualitative research. The practicality of her approach translates the most abstruse concepts into accessible actions. She has a distinctive, even laconic voice that cuts through the heart of her material. She gives the reader insight, examples, and the encouragement to experience the illumination that comes with trying out new ideas.
Dewey Edition
21
Illustrated
Yes
Dewey Decimal
658.8/3
Table Of Content
PART ONE: APPROACHING QUALITATIVE METHODSWhy Qualitative Research?Five Models of Qualitative ResearchApplications of Qualitative Methods for MarketingPART TWO: GETTING READY TO RESEARCHIssues and ConcernsDesigning a Study and Writing a ProposalPART THREE: CHOOSING A RESEARCH MODELHistory, Living Biography and Self-NarrativeUsing the Case MethodPhenomenology and Grounded TheoryUsing an Ethnographic ApproachPART FOUR: DATA COLLECTION TECHNIQUES AND TOOLSObservation and FieldworkWays of Knowing Field InterviewsWays of Knowing Structured InterviewsProjective TechniquesPART FIVE: TEXT ANALYSIS AND REPORTINGAnalyzing Visual and Material TextAnalyzing Verbal DataWriting Field Stories and Narrative Reports
Synopsis
Qualitative Methods for Marketplace Research is the only text of its kind on the market today. Designed especially for students and practitioners, this book provides marketers, communicators and researchers with the effective data collection and analysis techniques. It explains how to use visual and verbal text as tools for understanding consumers and audiences in their natural environment as well as in controlled situations. Borrowing techniques from anthropology, sociology, psychology and communication, the book presents specific examples to illustrate how these techniques are adapted for marketplace research. Studies conducted by renowned scholars and practitioners guide readers through all the nuances of qualitative methods needed to develop, execute and analyze state-of-the-art marketplace studies. Essential for understanding text-based consumption behavior, this book is a must for anyone who will conduct marketplace research in the 21st century., This appealing text, written for students and marketing practitioners, provides a thorough introduction to qualitative methods in market research.All key topics are covered including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. Borrowing techniques from anthropology, sociology, psychology, and communication, the book presents specific examples to illustrate how these techniques are adapted for marketplace research. Studies conducted by renowned scholars and practitioners guide readers through all the nuances of qualitative methods needed to develop, execute and analyze state-of-the-art marketplace studies., This appealing text, written for students and marketing practitioners, provides a thorough introduction to qualitative methods in market research. All key topics are covered including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. Borrowing techniques from anthropology, sociology, psychology, and communication, the book presents specific examples to illustrate how these techniques are adapted for marketplace research. Studies conducted by renowned scholars and practitioners guide readers through all the nuances of qualitative methods needed to develop, execute and analyze state-of-the-art marketplace studies., Written for students and marketing practitioners, Shay Sayre provides a thorough introduction to qualitative methods in market research. The author covers all key topics and borrows techniques from a wide variety of fields to present specific examples that illustrate how these techniques are adapted for marketplace research., All key topics are covered including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. Borrowing techniques from anthropology, sociology, psychology, and communication, the book presents specific examples to illustrate how these techniques are adapted for marketplace research. Studies conducted by renowned scholars and practitioners guide readers through all the nuances of qualitative methods needed to develop, execute and analyze state-of-the-art marketplace studies.
LC Classification Number
HF5415.2.S29 2001

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