Qualitative consumer & marketing research

"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 pract...

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Bibliographic Details
Main Authors: Belk, Russell W., 1945- (Author), Fischer, Eileen, 1959- (Author), Kozinets, Robert V., 1964- (Author)
Format: Book
Language: English
Published: Los Angeles : SAGE, 2013
Edition: First published
Subjects:
marketingový výzkum
kvalitativní výzkum
spotřebitelé
marketing research
qualitative research
consumers
příručky
handbooks, manuals, etc
ISBN: 9780857027665
978-0-85702-767-2
Physical Description: 234 stran : černobílé ilustrace ; 25 cm

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Table of contents

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100 1 |a Belk, Russell W.,  |d 1945-  |7 utb2010615891  |4 aut 
245 1 0 |a Qualitative consumer & marketing research /  |c Russell Belk, Eileen Fischer and Robert V. Kozinets 
246 3 |a Qualitative consumer and marketing research 
250 |a First published 
264 1 |a Los Angeles :  |b SAGE,  |c 2013 
264 4 |c ©2013 
300 |a 234 stran :  |b černobílé ilustrace ;  |c 25 cm 
336 |a text  |b txt  |2 rdacontent 
337 |a bez média  |b n  |2 rdamedia 
338 |a svazek  |b nc  |2 rdacarrier 
504 |a Obsahuje bibliografii a rejstřík 
520 |a "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."--Resumé vydavatele 
505 0 |a 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 
650 0 7 |a marketingový výzkum  |7 ph115230  |2 czenas 
650 0 7 |a kvalitativní výzkum  |7 ph115045  |2 czenas 
650 0 7 |a spotřebitelé  |7 ph125967  |2 czenas 
650 0 9 |a marketing research  |2 eczenas 
650 0 9 |a qualitative research  |2 eczenas 
650 0 9 |a consumers  |2 eczenas 
655 7 |a příručky  |7 fd133209  |2 czenas 
655 9 |a handbooks, manuals, etc  |2 eczenas 
700 1 |a Fischer, Eileen,  |d 1959-  |7 utb2015868021  |4 aut 
700 1 |a Kozinets, Robert V.,  |d 1964-  |7 zcu2012680864  |4 aut 
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