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"Written for students, scholars, and marketing research practitioners by three qualitative marketing research pioneers, this book takes readers through the basics to an advanced understanding of the state of the art in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and writing-up research or editing multi-media presentations using both time-tested and new methods, skills, and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills in creative data collection, analysis, and presentation, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others."--Publisher's website.

Marketing research. --- Consumers --- Qualitative research. --- Research. --- Marketing research --- Qualitative research

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Qualitative chemical analysis --- Chemistry, Analytic --- Chemistry, Inorganic --- Qualitative --- Chemistry, Analytic - Qualitative

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Qualitative research --- Social sciences --- Social science research --- Qualitative analysis (Research) --- Qualitative methods (Research) --- Research

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In The Methodological Dilemma Revisited, authors examine what in their research processes has given pause, thwarted the process of seamless productivity, or stalled the easy research output but has, instead, insisted upon a deeper analysis. This resistance of the expedient explanation has consequences both for the research topics under study and the ways in which qualitative research is conducted in a globalized era of deepening social inequality.The book is pedagogical in its orientation and reflects upon the politics of knowledge construction. Working with queer and minoritized youth communities, and other precarious publics, the authors convey their relationships to groups they are inside or outside of, or allied with—posing ethical questions about research designs and worldviews. Themes such as representation, refusal, and resistance of hegemonies are nuanced by investigations into the ethical, practical, and scholarly dimensions of the turn toward collaboration in qualitative inquiry. Other chapters examine the place, value, and concerns of aesthetic representation of qualitative research. Finally, the authors consider issues of criticality in research, and the concepts of compassion and humility.This book contains contributions from some of the most imaginative qualitative researchers, making the most of their research dilemmas in order to reflect upon the challenges and resistances they encounter in the work of qualitative research. (Provided by publisher)

Ethnology --- Qualitative research --- Methodology --- Social aspects --- #SBIB:303H30 --- Qualitative analysis (Research) --- Qualitative methods (Research) --- Research --- Qualitative ethnological research --- Kwalitatieve methoden: algemeen --- Ethnology - Qualitative research --- Qualitative research - Methodology --- Qualitative research - Social aspects

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La Méthodologie de la théorisation enracinée (MTE), ou Grounded Theory, est reconnue pour sortir des sentiers battus, car elle diffère des démarches hypothético-déductives qui prévalent actuellement en recherche. Les principes d’enracinement des analyses dans les données, de théorisation inductive, d’ouverture à l’émergence, de remise en question constante des résultats provisoires et de circularité entre la collecte et l’analyse des données inscrivent résolument la MTE dans le courant de la découverte et de l’innovation. Ce livre, regroupant les textes de plusieurs spécialistes, rend compte de la riche diversité des approches et des usages de la MTE et des nombreuses perspectives qu’elle ouvre. Destiné aux étudiants et aux professeurs, il présente les enjeux fondamentaux liés à la MTE ainsi que des projets de recherche dans différentes disciplines (arts, éducation, communication, sociologie, santé, administration et management) utilisant cette méthode féconde.

Grounded theory --- Social sciences --- Qualitative methods --- Research --- Social sciences - Qualitative methods --- Social sciences - Research --- Sciences sociales --- Recherche qualitative --- Recherche