"M. Visconti, Luca" - Selaus tekijän mukaan TUNICRIS-julkaisut

    • Interpretive Marketing Research : Using Ethnography in Strategic Market Development 

      Moisander, Johanna; Närvänen, Elina; Valtonen, Anu; M. Visconti, Luca; Peñaloza, Lisa; Toulouse, Nil (Routledge, 05 / 2020)
      bookPart
      This chapter focuses on interpretive research in marketing. As a methodological approach, interpretivism is argued to be particularly well suited for gaining Thick Data— data that is rich in context, authentic details, and ...