Semiotics and Cultural Analysis

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In: Methods Beyond Interviewing in Qualitative Market Research

Edited by: Philly Desai Published: 2002
Methods: Semiotics
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Semiotics and Cultural Analysis

This chapter outlines the uses of semiotics and related methods of cultural analysis in commercial qualitative research. Whilst most qualitative methods involve direct contact with the consumer, semiotics and cultural analysis aim to interrogate consumer culture and marketing ...

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