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Qualitative Consumer and Marketing Research

Russell W. Belk | Eileen Fischer | Robert Kozinets
€203.36
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A01=Eileen Fischer
A01=Robert Kozinets
A01=Russell W. Belk
Age Group_Uncategorized
Age Group_Uncategorized
Author_Eileen Fischer
Author_Robert Kozinets
Author_Russell W. Belk
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Category1=Non-Fiction
Category=KJMV7
Category=KJSM
COP=United Kingdom
data analysis
data collection aids
Delivery_Delivery within 10-20 working days
depth interviews
eq_bestseller
eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
ethnographic methods
Language_English
netnography
observational methods
online observation
PA=Available
presenting research
Price_€100 and above
PS=Active
qualitative research project
scholarly research
softlaunch

Product details

  • ISBN 9780857027665
  • Weight: 560g
  • Dimensions: 170 x 242mm
  • Publication Date: 14 Dec 2012
  • Publisher: SAGE Publications Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
  • Language: English
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Description
How is qualitative marketing and consumer research conducted today?

- What is rigorous research in this field?

- What are the new, cutting edge techniques?

 

Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research 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, 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.
About Eileen Fischer | Robert Kozinets | Russell W. Belk
Russell W. Belk is York University Distinguished Research Professor and Kraft Foods Canada Chair in Marketing at the Schulich School of Business. His research involves the extended self, meanings of possessions, collecting, gift-giving, sharing, digital consumption, and materialism. It tends to be qualitative, cultural, and visual. He has received the Paul D. Converse Award, two Fulbright Fellowships, the Sheth Foundation/Journal of Consumer Research Award for Long Term Contribution to Consumer Research, and is a fellow in ACR, APA, and the Royal Society of Canada. Eileen Fischer is Professor Marketing and the Max and Anne Tanenbaum Chair in Entrepreneurship and Family Enterprise at the Schulich School of Business. She is past chair of the Entrepreneurship Division of the Academy of Management. Her research interests span entrepreneurship and consumer behavior topics, and she is currently an Associate Editor for both the Journal of Consumer and Journal of Business Venturing. Robert Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California’s Annenberg School for Communication and Journalism and Marshall School of Business. An academic whose methods and theories are widely used by researchers, in classrooms, and in industry, he has taught digital methods to some of the world’s best students and consulted with a range of highly respected global organizations.

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