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Doing Research Projects in Marketing, Management and Consumer Research

Doing Research Projects in Marketing, Management and Consumer Research


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About the Book

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

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


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Product Details
  • ISBN-13: 9780415268950
  • Publisher: Taylor & Francis Ltd
  • Publisher Imprint: Routledge
  • Height: 234 mm
  • No of Pages: 224
  • Returnable: N
  • Width: 156 mm
  • ISBN-10: 0415268958
  • Publisher Date: 22 May 2003
  • Binding: Paperback
  • Language: English
  • No of Pages: 224
  • Weight: 372 gr


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