Handbook of Qualitative Research Methods in Marketing
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Author:BELK Russell / OTNES Cele
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ISBN:9781035302710
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Publication Date:September 2024
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Pages:554
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Binding:Hardback
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Publisher:Edward Elgar Publishing Ltd
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Country of Publication:United Kingdom
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This 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.
This 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.