Qualitative Marketing Research —— A Cultural Approach

----- 定性营销学研究：文化方法

ISBN: 9781412903813 出版年：2006 页码：240 Moisander, Johanna Valtonen, Anu SAGE Publications Ltd

PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS 'Cultural Turn' in Marketing and Consumer Research Evaluating Cultural Research PART TWO: CULTURAL DATA AND METHODS Ethnographies Cultural Texts and Talk Visual Materials and Methods PART THREE: ANALYSIS IN CULTURAL RESEARCH Interpretation and Interpretive Frameworks Analysis in Practice Criteria for Good Cultural Analysis PART FOUR: WRITING CULTURAL RESEARCH Writing in Cultural Research Writing up Cultural Research PART FIVE: DEFENDING YOUR RESEARCH REPORT Theoretical Legacies and Philosophical Questions