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Qualitative Consumer and Marketing Research

by Russell Belk, Eileen Fischer and Robert V Kozinets SAGE Publications Ltd
Pub Date:
Pbk 240 pages
AU$95.00 NZ$98.26
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• 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.

PART ONE: INTRODUCTION Qualitative Research Methods Overview of Methods, Trends and Rationale PART TWO: DATA COLLECTION METHODS Depth Interviews and Self-Interviews Ethnography, Offline Observation and Archival Methods Online Observation and Netnography Data Collection Aids PART THREE: DATA ANALYSIS AND THEORY CONSTRUCTION Data Analysis and Interpretation for Practical Applications Data Analysis, Interpretation and Theory-Building for Scholarly Research Using Qualitative Computer Programs PART FOUR: REPORTING FINDINGS AND PUTTING IT ALL TOGETHER Data Presentation/Sharing Final Thoughts

'From the epicentre of academic qualitative research within business schools, the advice of this seasoned Schulich team will help students and managers sharpen workbench skills and attain deeper insights in the quest to understand and influence consumers worldwide' - John F. Sherry
Professor of Marketing, University of Notre Dame

'Qualitative Consumer and Marketing Research is an accessible, conceptually substantial and practical guide to qualitative research. Written by eminent qualitative researchers from one of the world's leading school's of Consumer Culture Theory, the book provide a substantial introduction to all elements of the research process, including design, analysis and presentation. A particular strength of the book is the advice that it gives on getting your qualitative research noticed, accepted and published' - Andrea Davies
Senior Lecturer in Marketing, University of Leicester

'Written by three leading experts in the field of qualitative research, this book fills in a long-existing gap in the qualitative consumer and marketing research literature. It is very insightful, well structured, rich on practical applications, and written in an easy-to-read style. It successfully integrates established and innovative approaches for capturing, processing and presenting data. This is an excellent book appealing to a wide audience of readers' - Elena Millan
Lecturer in Consumer Research and Marketing, University of Reading

Robert V. Kozinets is Professor of Marketing and Chair of the Marketing Department at York Universityas Schulich School of Business in Toronto, Canada. An anthropologist by training, he also has extensive consulting experience. His interests include social media, branding, technology, and retail.A pioneer of the methods of netnography and consumer videography, his articles have been published in journals such as the Journal of Marketing, the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Contemporary Ethnography and the Journal of Retailing. He has conducted participant-observational research and written ethnographies of Trekkers, Burners, coffee connoisseurs, modern primitives, Star Woids, X-Philes, greens, gamers, activists, technophiles, videophiles, technopagans, netnographers, and bloggers. That research has been published in journals such as the Journal of Marketing, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Retailing. He has two books: Consumer Tribes, a co-edited volume, and Netnography: Doing Ethnographic Research Online, a methods book published by Sage in 2010.

Russell Belk University of Utah, USA

Eileen Fischer York University, Canada