Doing Research Projects in Marketing, Management and Consumer Research

Table of contents

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• Title Page iii
• Contents v
• Boxes vi
• Foreword vii
• Acknowledgements ix
• Introduction - Doing Research Projects in Marketing, Management and Consumer Research 1
• Chapter 1 - Interpretive Perspectives and the Independent Research Project 3
• Chapter 2 - Choosing the Topic 26
• Chapter 3 - 'Writing Up' the Research Project 48
• Chapter 4 - Gathering Qualitative Data for Interpretation 70
• Chapter 5 - Major Themes and Concepts of Interpretive Research 90
• Chapter 6 - Phenomenology 111
• Chapter 7 - Ethnography 127
• Chapter 8 - Critical Research and Critical Discourse Analysis 142
• Chapter 9 - Semiotics in Marketing and Consumer Research 161
• Chapter 10 - Other Approaches 177

• Title Page iii
• Contents v
• Boxes vi
• Foreword vii
• Acknowledgements ix
• Introduction - Doing Research Projects in Marketing, Management and Consumer Research 1
• Chapter 1 - Interpretive Perspectives and the Independent Research Project 3
• Chapter 2 - Choosing the Topic 26
• Chapter 3 - 'Writing Up' the Research Project 48
• Chapter 4 - Gathering Qualitative Data for Interpretation 70
• Chapter 5 - Major Themes and Concepts of Interpretive Research 90
• Chapter 6 - Phenomenology 111
• Chapter 7 - Ethnography 127
• Chapter 8 - Critical Research and Critical Discourse Analysis 142
• Chapter 9 - Semiotics in Marketing and Consumer Research 161
• Chapter 10 - Other Approaches 177
• Appendix 194
• References 196
• Index 206