マーケティングと経営のための質的研究（第３版） Qualitative Research in Marketing and Management : Doing Interpretive Research Projects （3RD）

Hackley, Chris

Routledge（2024/12発売）

• 製本 Hardcover:ハードカバー版／ページ数 304 p.
• 言語 ENG
• 商品コード 9781032557816
• DDC分類 338.76165883

Full Description

This 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. The first half of the book considers the practicalities of research and writing a research project, including the craft of academic writing, the critical literature review, the role of the independent research project as part of university courses, suggested projected structures, standards of academic scholarship, and the main techniques for gathering qualitative data. The book's second half deals with abstract concepts and advanced theory by looking at key theoretical traditions that guide the interpretation of qualitative data. This third edition has been fully updated to include new examples, insights from recent research, and an improved pedagogy for logic and clarity throughout, as well as more graphics, diagrams, chapter summaries and exercises to aid understanding.

It is perfect for advanced undergraduate and postgraduate students of Marketing, Management, Consumer Behaviour and Research Methods.

Online resources include PowerPoint lecture slides.

Contents

Foreword. Introduction. Part 1: Doing qualitative research projects 1. Qualitative research projects: interpreting data 2. Deciding on the topic and designing the project 3. Writing high quality research projects- from description to critique 4. Gathering and interpreting qualitative data sets 5. Sociological paradigms and research philosophy Part 2: Working in theoretical traditions of interpretive research 6. Practical existential phenomenology for student researchers 7. Ethnography and associated methods- Digital ethnography; autoethnography; practice theory; assemblage theory 8. Literary theory and qualitative research- the analysis of text, narrative and stories 9. Critical research: Power, ethnicity, gender 10. Critical discourse analysis