Qualitative Research in Marketing and Management Doing Interpretive Research Projects | Business

Product 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 c…