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質(zhì)性方法 在管理與營(yíng)銷研究中的應(yīng)用 版權(quán)信息
- ISBN：9787302554226
- 條形碼：9787302554226 ; 978-7-302-55422-6
- 裝幀：一般膠版紙
- 冊(cè)數(shù)：暫無(wú)
- 重量：暫無(wú)
- 所屬分類：>>
質(zhì)性方法 在管理與營(yíng)銷研究中的應(yīng)用 本書特色
本書是“清華大學(xué)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(xué)者，也面向?qū)|(zhì)性研究感興趣的任何人。作者結(jié)合自身在清華大學(xué)的教學(xué)與研究經(jīng)驗(yàn)，把概念解析、技巧描述、經(jīng)典解讀相結(jié)合，幫助讀者領(lǐng)會(huì)闡釋主義質(zhì)性研究的理論精髓，理解和掌握質(zhì)性研究從構(gòu)思，到方法設(shè)計(jì)和執(zhí)行，再到數(shù)據(jù)分析和呈現(xiàn)等各個(gè)環(huán)節(jié)，教會(huì)讀者如何獨(dú)立設(shè)計(jì)和開展原創(chuàng)性的質(zhì)性研究。 將概念、原則、技巧的描述與對(duì)經(jīng)典研究的解讀相結(jié)合，帶領(lǐng)讀者領(lǐng)會(huì)闡釋主義質(zhì)性研究的理論精髓，學(xué)會(huì)獨(dú)立設(shè)計(jì)和開展原創(chuàng)性的質(zhì)性研究。
質(zhì)性方法 在管理與營(yíng)銷研究中的應(yīng)用 內(nèi)容簡(jiǎn)介
在我國(guó)工商管理研究領(lǐng)域，新實(shí)證主義的案例研究和扎根理論研究幾乎成了質(zhì)性研究的代名詞。同時(shí)，我國(guó)企業(yè)和消費(fèi)者的經(jīng)歷又充滿了尚未被理論化的特征和動(dòng)態(tài)。在對(duì)這些“中國(guó)現(xiàn)象”形成洞見方面，與新實(shí)證主義流派處于平行地位的闡釋主義質(zhì)性研究有著前者無(wú)法比擬的優(yōu)勢(shì)和價(jià)值。 作者結(jié)合自身的研究和教學(xué)經(jīng)驗(yàn)，把概念解析、技巧描述、經(jīng)典解讀相結(jié)合，完成了《質(zhì)性方法：在管理與營(yíng)銷研究中的應(yīng)用》，旨在幫助博士研究生、碩士研究生和其他學(xué)者領(lǐng)會(huì)闡釋主義質(zhì)性研究的理論精髓，理解質(zhì)性研究從構(gòu)思到方法設(shè)計(jì)和執(zhí)行，再到數(shù)據(jù)分析和呈現(xiàn)等各個(gè)環(huán)節(jié)的理論依據(jù)和學(xué)術(shù)邏輯，學(xué)會(huì)獨(dú)立設(shè)計(jì)和開展原創(chuàng)性的質(zhì)性研究，實(shí)現(xiàn)文化發(fā)現(xiàn)。 本書作者結(jié)合自身的研究和教學(xué)經(jīng)驗(yàn)，完成了這本專著，旨在通過(guò)把對(duì)概念、原則、技巧的描述與對(duì)經(jīng)典研究的解讀相結(jié)合的方式，幫助博士生、研究生和其他學(xué)者領(lǐng)會(huì)闡釋主義質(zhì)性研究的理論精髓，學(xué)會(huì)獨(dú)立設(shè)計(jì)和開展原創(chuàng)性的質(zhì)性研究，實(shí)現(xiàn)文化發(fā)現(xiàn)。
質(zhì)性方法 在管理與營(yíng)銷研究中的應(yīng)用 目錄
目錄
C o n t e n t s
第1章 質(zhì)性研究設(shè)計(jì) ····························································1
1.1 提出研究問(wèn)題時(shí)的總體考量 ·············································2
1.2 選擇數(shù)據(jù)采集方法時(shí)的總體考量 ·····································4
1.3 經(jīng)典文獻(xiàn)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(wèn)什么？怎么問(wèn)？ ·······································36
2.3 怎樣選擇深度訪談對(duì)象？···············································40
2.4 深度訪談中的其他注意事項(xiàng) ···········································42
2.5 經(jīng)典文獻(xiàn)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(shí)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(xiàn)研讀 ·································································80
XII
第4章 網(wǎng)絡(luò)志研究 ······························································97
4.1 什么是網(wǎng)絡(luò)志研究？ ······················································98
4.2 什么時(shí)候用網(wǎng)絡(luò)志研究？···············································99
4.3 怎樣開展網(wǎng)絡(luò)志研究？ ················································100
4.4 經(jīng)典文獻(xiàn)研讀 ·······························································109
第5章 編碼與理論建構(gòu) ·····················································123
5.1 什么是對(duì)數(shù)據(jù)進(jìn)行編碼？·············································125
5.2 對(duì)數(shù)據(jù)進(jìn)行編碼 ···························································127
5.3 編碼筆記 ·······································································140
5.4 編碼練習(xí) ·······································································140
5.5 理論建構(gòu) ·······································································145
第6章 質(zhì)性研究的寫作 ·····················································153
6.1 引言的寫作 ···································································155
6.2 文獻(xiàn)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(xiàn) ·············································································165
致謝 ····················································································171
C o n t e n t s
第1章 質(zhì)性研究設(shè)計(jì) ····························································1
1.1 提出研究問(wèn)題時(shí)的總體考量 ·············································2
1.2 選擇數(shù)據(jù)采集方法時(shí)的總體考量 ·····································4
1.3 經(jīng)典文獻(xiàn)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(wèn)什么？怎么問(wèn)？ ·······································36
2.3 怎樣選擇深度訪談對(duì)象？···············································40
2.4 深度訪談中的其他注意事項(xiàng) ···········································42
2.5 經(jīng)典文獻(xiàn)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(shí)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(xiàn)研讀 ·································································80
XII
第4章 網(wǎng)絡(luò)志研究 ······························································97
4.1 什么是網(wǎng)絡(luò)志研究？ ······················································98
4.2 什么時(shí)候用網(wǎng)絡(luò)志研究？···············································99
4.3 怎樣開展網(wǎng)絡(luò)志研究？ ················································100
4.4 經(jīng)典文獻(xiàn)研讀 ·······························································109
第5章 編碼與理論建構(gòu) ·····················································123
5.1 什么是對(duì)數(shù)據(jù)進(jìn)行編碼？·············································125
5.2 對(duì)數(shù)據(jù)進(jìn)行編碼 ···························································127
5.3 編碼筆記 ·······································································140
5.4 編碼練習(xí) ·······································································140
5.5 理論建構(gòu) ·······································································145
第6章 質(zhì)性研究的寫作 ·····················································153
6.1 引言的寫作 ···································································155
6.2 文獻(xiàn)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(xiàn) ·············································································165
致謝 ····················································································171
展開全部
質(zhì)性方法 在管理與營(yíng)銷研究中的應(yīng)用 作者簡(jiǎn)介
清華大學(xué)市場(chǎng)營(yíng)銷系副教授，擅長(zhǎng)民族志和網(wǎng)絡(luò)志研究。從2013年開始為營(yíng)銷和管理專業(yè)的博士生講授質(zhì)性研究方法課，教學(xué)經(jīng)驗(yàn)豐富。
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