The stories you tell : crafting managerially relevant articles based on qualitative research
Year of publication: |
2023
|
---|---|
Authors: | Akaka, Melissa Archpru ; Schau, Hope Jensen |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 63.2023, 2, p. 185-200
|
Subject: | Qualitative research | in-depth analysis | sensemaking | deep data | lived experience | Marketing | Konsumentenverhalten | Consumer behaviour | Forschungsdaten | Research data |
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