Handbook of Qualitative Research Methods in Marketing
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122
978-1035302710
Edward Elgar Publishing
2024
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loginThis fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was published in 2006, and this updated Handbook acknowledges and critiques these fascinating scholarly advancements.
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