,HANDBOOK OF QUALITATIVE RESEARCH METHODS
IN MARKETING
,This book is dedicated to our students – past, present and future.
, Handbook of Qualitative Research
Methods in Marketing
SECOND EDITION
Edited by
Russell W. Belk
Kraft Foods Canada Chair in Marketing and York University Distinguished
Research Professor, Schulich School of Business, York University, Toronto,
Canada
Cele Otnes
Professor Emerita of Marketing, Gies College of Business, University of
Illinois at Urbana-Champaign, USA
Cheltenham, UK • Northampton, MA, USA
IN MARKETING
,This book is dedicated to our students – past, present and future.
, Handbook of Qualitative Research
Methods in Marketing
SECOND EDITION
Edited by
Russell W. Belk
Kraft Foods Canada Chair in Marketing and York University Distinguished
Research Professor, Schulich School of Business, York University, Toronto,
Canada
Cele Otnes
Professor Emerita of Marketing, Gies College of Business, University of
Illinois at Urbana-Champaign, USA
Cheltenham, UK • Northampton, MA, USA
