在我国工商管理研究领域，新实证主义的案例研究和扎根理论研究几乎成了质性研究的代名词。同时，我国企业和消费者的经历又充满了尚未被理论化的特征和动态。在对这些“中国现象”形成洞见方面，与新实证主义流派处于平行地位的阐释主义质性研究有着前者无法比拟的优势和价值。 作者结合自身的研究和教学经验，把概念解析、技巧描述、经典解读相结合，完成了《质性方法：在管理与营销研究中的应用》，旨在帮助博士研究生、硕士研究生和其他学者领会阐释主义质性研究的理论精髓，理解质性研究从构思到方法设计和执行，再到数据分析和呈现等各个环节的理论依据和学术逻辑，学会独立设计和开展原创性的质性研究，实现文化发现。 本书作者结合自身的研究和教学经验，完成了这本专著，旨在通过把对概念、原则、技巧的描述与对经典研究的解读相结合的方式，帮助博士生、研究生和其他学者领会阐释主义质性研究的理论精髓，学会独立设计和开展原创性的质性研究，实现文化发现。

第1章 质性研究设计 ····························································1 1.1 提出研究问题时的总体考量 ·············································2 1.2 选择数据采集方法时的总体考量 ·····································4 1.3 经典文献研读 ···································································6 第2章 深度访谈 ·································································33 2.1 深度访谈适用于研究什么？ ···········································34 2.2 深度访谈中问什么？怎么问？ ·······································36 2.3 怎样选择深度访谈对象？···············································40 2.4 深度访谈中的其他注意事项 ···········································42 2.5 经典文献研读 ·································································44 第3章 民族志研究 ······························································65 3.1 什么是民族志研究？ ······················································66 3.2 什么时候用民族志研究？···············································67 3.3 怎样开展民族志研究？ ··················································68 3.4 经典文献研读 ·································································80 第4章 网络志研究 ······························································97 4.1 什么是网络志研究？ ······················································98 4.2 什么时候用网络志研究？···············································99 4.3 怎样开展网络志研究？ ················································100 4.4 经典文献研读 ·······························································109 第5章 编码与理论建构 ·····················································123 5.1 什么是对数据进行编码？·············································125 5.2 对数据进行编码 ···························································127 5.3 编码笔记 ·······································································140 5.4 编码练习 ·······································································140 5.5 理论建构 ·······································································145 第6章 质性研究的写作 ·····················································153 6.1 引言的写作 ···································································155 6.2 文献回顾的写作 ···························································157 6.3 方法部分的写作 ···························································158 6.4 研究发现的写作 ···························································160 参考文献 ·············································································165 致谢 ····················································································171