Qualitative Research in Marketing and Management:
Qualitative Research in Marketing and Management: Doing Interpretive Research Projects
by Chris Hackley
English | 2020 | ISBN: 1138332194 | 279 Pages | PDF | 1.24 MB
by Chris Hackley
English | 2020 | ISBN: 1138332194 | 279 Pages | PDF | 1.24 MB
This is a practical and accessible, yet sophisticated introduction to interpretive methods for doing qualitative research projects and dissertations. Bringing together concepts of qualitative research from ethnography, phenomenology, critical discourse analysis, semiotics, literary analysis, postmodernism and poststructuralism this textbook offers an accessible and comprehensive introduction to the subject. Utilising a uniquely pragmatic approach, it bridges the gap between advanced, specialised books on research traditions with more general introductory business research books.