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
LanguageEnglish
Published Los Angeles : SAGE, 2013
EditionFirst published
Subjects
marketingový výzkum
kvalitativní výzkum
spotřebitelé
marketing research
qualitative research
consumers
příručky
handbooks, manuals, etc
ISBN9780857027665
978-0-85702-767-2
Physical Description234 stran : černobílé ilustrace ; 25 cm

Cover

Table of 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

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