Qualitative Research in Marketing and Management: Doing Interpretive Research Projects
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120
978-1032557809
Routledge
2024
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loginThis is a practical and accessible introduction to interpretive methods for doing qualitative marketing and management research projects.
Bringing together concepts of qualitative research from ethnography, digital ethnography, phenomenology, assemblage theory, critical discourse analysis, semiotics, literary analysis, practice theory, postmodernism, poststructuralism and other areas, it has a uniquely pragmatic approach. The book bridges the gap between advanced, specialised books on research traditions with more general introductory business research books.
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