Qualitative consumer & marketing research / Russell Belk, Eileen Fischer and Robert V. Kozinets.

Format:

Book

Author/Creator:

Belk, Russell W., author.

Fischer, Eileen, 1959- author.

Kozinets, Robert V., 1964- author.

Language:

English

Subjects (All):

Marketing research.

Consumers--Research.

Consumers.

Qualitative research.

Genre:

Electronic books.

Physical Description:

1 online resource (243 pages): illustrations

Other Title:

Qualitative consumer and marketing research

Place of Publication:

London : SAGE, 2013.

System Details:

text file

Summary:

"Written for students, scholars, and marketing research practitioners by three qualitative marketing research pioneers, this book takes readers through the basics to an advanced understanding of the state of the art in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and writing-up research or editing multi-media presentations using both time-tested and new methods, skills, and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills in creative data collection, analysis, and presentation, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others."--Publisher's website.

Contents:

Getting started : how to begin a qualitative research project

Depth interviews

Ethnography and observational methods

Online observation and netnography

Data collection aids

Approaches to data analysis, interpretation and theory building for scholarly research

Analysis, theory and presentation for managers

Presenting, disseminating, and sharing

Final thoughts.

Notes:

Includes bibliographical references (pages [211]-228) and index.

Description based on print version record.

Local Notes:

Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

Other Format:

Print version: Belk, Russell W. Qualitative consumer & marketing research.

ISBN:

9781446272060

OCLC:

907942656

Access Restriction:

Restricted for use by site license.