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質性方法 在管理與營銷研究中的應用 版權信息
- ISBN：9787302554226
- 條形碼：9787302554226 ; 978-7-302-55422-6
- 裝幀：一般膠版紙
- 冊數(shù)：暫無
- 重量：暫無
- 所屬分類：>>
質性方法 在管理與營銷研究中的應用 本書特色
本書是“清華大學文科出版基金”支持出版圖書，這本書不僅面向碩士研究生、博士研究生及其他學者，也面向對質性研究感興趣的任何人。作者結合自身在清華大學的教學與研究經(jīng)驗，把概念解析、技巧描述、經(jīng)典解讀相結合，幫助讀者領會闡釋主義質性研究的理論精髓，理解和掌握質性研究從構思，到方法設計和執(zhí)行，再到數(shù)據(jù)分析和呈現(xiàn)等各個環(huán)節(jié)，教會讀者如何獨立設計和開展原創(chuàng)性的質性研究。 將概念、原則、技巧的描述與對經(jīng)典研究的解讀相結合，帶領讀者領會闡釋主義質性研究的理論精髓，學會獨立設計和開展原創(chuàng)性的質性研究。
質性方法 在管理與營銷研究中的應用 內容簡介
在我國工商管理研究領域，新實證主義的案例研究和扎根理論研究幾乎成了質性研究的代名詞。同時，我國企業(yè)和消費者的經(jīng)歷又充滿了尚未被理論化的特征和動態(tài)。在對這些“中國現(xiàn)象”形成洞見方面，與新實證主義流派處于平行地位的闡釋主義質性研究有著前者無法比擬的優(yōu)勢和價值。 作者結合自身的研究和教學經(jīng)驗，把概念解析、技巧描述、經(jīng)典解讀相結合，完成了《質性方法：在管理與營銷研究中的應用》，旨在幫助博士研究生、碩士研究生和其他學者領會闡釋主義質性研究的理論精髓，理解質性研究從構思到方法設計和執(zhí)行，再到數(shù)據(jù)分析和呈現(xiàn)等各個環(huán)節(jié)的理論依據(jù)和學術邏輯，學會獨立設計和開展原創(chuàng)性的質性研究，實現(xiàn)文化發(fā)現(xiàn)。 本書作者結合自身的研究和教學經(jīng)驗，完成了這本專著，旨在通過把對概念、原則、技巧的描述與對經(jīng)典研究的解讀相結合的方式，幫助博士生、研究生和其他學者領會闡釋主義質性研究的理論精髓，學會獨立設計和開展原創(chuàng)性的質性研究，實現(xiàn)文化發(fā)現(xiàn)。
質性方法 在管理與營銷研究中的應用 目錄
目錄
C o n t e n t s
第1章 質性研究設計 ····························································1
1.1 提出研究問題時的總體考量 ·············································2
1.2 選擇數(shù)據(jù)采集方法時的總體考量 ·····································4
1.3 經(jīng)典文獻研讀 ···································································6
第2章 深度訪談 ·································································33
2.1 深度訪談適用于研究什么？ ···········································34
2.2 深度訪談中問什么？怎么問？ ·······································36
2.3 怎樣選擇深度訪談對象？···············································40
2.4 深度訪談中的其他注意事項 ···········································42
2.5 經(jīng)典文獻研讀 ·································································44
第3章 民族志研究 ······························································65
3.1 什么是民族志研究？ ······················································66
3.2 什么時候用民族志研究？···············································67
3.3 怎樣開展民族志研究？ ··················································68
3.4 經(jīng)典文獻研讀 ·································································80
XII
第4章 網(wǎng)絡志研究 ······························································97
4.1 什么是網(wǎng)絡志研究？ ······················································98
4.2 什么時候用網(wǎng)絡志研究？···············································99
4.3 怎樣開展網(wǎng)絡志研究？ ················································100
4.4 經(jīng)典文獻研讀 ·······························································109
第5章 編碼與理論建構 ·····················································123
5.1 什么是對數(shù)據(jù)進行編碼？·············································125
5.2 對數(shù)據(jù)進行編碼 ···························································127
5.3 編碼筆記 ·······································································140
5.4 編碼練習 ·······································································140
5.5 理論建構 ·······································································145
第6章 質性研究的寫作 ·····················································153
6.1 引言的寫作 ···································································155
6.2 文獻回顧的寫作 ···························································157
6.3 方法部分的寫作 ···························································158
6.4 研究發(fā)現(xiàn)的寫作 ···························································160
參考文獻 ·············································································165
致謝 ····················································································171
C o n t e n t s
第1章 質性研究設計 ····························································1
1.1 提出研究問題時的總體考量 ·············································2
1.2 選擇數(shù)據(jù)采集方法時的總體考量 ·····································4
1.3 經(jīng)典文獻研讀 ···································································6
第2章 深度訪談 ·································································33
2.1 深度訪談適用于研究什么？ ···········································34
2.2 深度訪談中問什么？怎么問？ ·······································36
2.3 怎樣選擇深度訪談對象？···············································40
2.4 深度訪談中的其他注意事項 ···········································42
2.5 經(jīng)典文獻研讀 ·································································44
第3章 民族志研究 ······························································65
3.1 什么是民族志研究？ ······················································66
3.2 什么時候用民族志研究？···············································67
3.3 怎樣開展民族志研究？ ··················································68
3.4 經(jīng)典文獻研讀 ·································································80
XII
第4章 網(wǎng)絡志研究 ······························································97
4.1 什么是網(wǎng)絡志研究？ ······················································98
4.2 什么時候用網(wǎng)絡志研究？···············································99
4.3 怎樣開展網(wǎng)絡志研究？ ················································100
4.4 經(jīng)典文獻研讀 ·······························································109
第5章 編碼與理論建構 ·····················································123
5.1 什么是對數(shù)據(jù)進行編碼？·············································125
5.2 對數(shù)據(jù)進行編碼 ···························································127
5.3 編碼筆記 ·······································································140
5.4 編碼練習 ·······································································140
5.5 理論建構 ·······································································145
第6章 質性研究的寫作 ·····················································153
6.1 引言的寫作 ···································································155
6.2 文獻回顧的寫作 ···························································157
6.3 方法部分的寫作 ···························································158
6.4 研究發(fā)現(xiàn)的寫作 ···························································160
參考文獻 ·············································································165
致謝 ····················································································171
展開全部
質性方法 在管理與營銷研究中的應用 作者簡介
清華大學市場營銷系副教授，擅長民族志和網(wǎng)絡志研究。從2013年開始為營銷和管理專業(yè)的博士生講授質性研究方法課，教學經(jīng)驗豐富。
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