Qualitative consumer and marketing research

Table of Content

Introduction 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

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 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.