تحقیقات بازاریابی با رویکرد پژوهش ترکیبی

by Sharlene Hesse-Biber, کامبیز حیدرزاده (Translator), نیما شجاعی (Translator)

This accessibly written book is ideal for use in graduate courses or by practicing researchers and evaluators. The author puts the research problem at center stage, showing how mixed methods designs can fruitfully address different types of research questions. She illustrates the discussion with examples of mixed methods studies from a variety of disciplines and qualitative approaches (interpretive, feminist, and postmodern). The text demonstrates how to navigate ethical issues; gather, analyze, and interpret data; and write up the results, including an in-depth example with step-by-step commentary. Special features include "researcher standpoint" reflections from leading scholars and practical strategies to help users develop their own research perspectives. Every chapter concludes with a glossary, discussion questions, and useful Web resources.

This book will appeal to graduate students, researchers, and evaluators in education, sociology, psychology, management, nursing, social work, and communications. It will serve as a primary or supplemental text in graduate-level courses such as Mixed or Multiple Methods, Research Design, Qualitative Research, and Evaluation.

315 pages, Paperback

First published January 1, 2010

Reviews

[Jing · Rating 3 out of 5]

Emphasis on the qualitative aspect of the mixed methods.

Introduce three approaches: interpretative, feminist, postmodernist.