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Qualitative Marketing Research: A Cultural Approach

by J Moisander and A Valtonen SAGE Publications Ltd
Pub Date:
05/2006
ISBN:
9781412903813
Format:
Pbk 240 pages
Price:
AU$102.00 NZ$106.09
Product Status: Out of stock. Not available to order.
Instructors
& Academics:
Available as eBook
AU$81.00 | NZ$92.78

Other Available Formats:

Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory.

The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.

PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS
PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS
`Cultural Turn' in Marketing and Consumer Research
Evaluating Cultural Research
PART TWO: CULTURAL DATA AND METHODS
Ethnographies
Cultural Texts and Talk
Visual Materials and Methods
PART THREE: ANALYSIS IN CULTURAL RESEARCH
Interpretation and Interpretive Frameworks
Analysis in Practice
Criteria for Good Cultural Analysis
PART FOUR: WRITING CULTURAL RESEARCH
Writing in Cultural Research
Writing up Cultural Research
PART FIVE: DEFENDING YOUR RESEARCH REPORT
Theoretical Legacies and Philosophical Questions

"The volume provides an exhaustive study of the subject at hand,-√°written in a very scholarly fashion."
I am currently a professor of business communication at Aalto University School of Economics, Department of Communication. My research interests center on cultural, critical and practice-based approaches to marketing and organization studies and qualitative research methodology. I am particularly interested in Foucauldian approaches to critical management studies and strategy-as-practice as well as in the emerging discussion on marketing-as-practice. At the moment, my empirical research focuses on media convergence, corporate branding, business-society -relations, and consumer culture. I am also an active adjunct professor at the University of Lapland and University of Helsinki, where I teach regularly and serve as a PhD thesis advisor. Whenever I have free time, I like to go out in the woods. I love hiking and cycling!