Qualitative Market Research: An International Journal, Volume 11, Issue 2
ebook ∣ Qualitative Market Research: An International Journal
By Bernard Cova
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In the field of qualitative market research, interpretive approaches to studying consumer behavior are playing an increasing role. This e-book addresses a variety of different themes within interpretivist consumer research, including, discourse analysis, collaborative interpretive consumer research, semiotic analysis and narrative analysis focusing on YouTube.
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