Qualitative Consumer and Marketing Research
Information
The central premise of our concept is to harness the insights of informed and motivated readers of our book into interactive discussions and learning opportunities in what we believe may be unprecedented ways. To do this, we will draw on the existing exercises in the book, and provide additional commentary, and connections.
Members: 10
Latest Activity: Apr 18
Qualitative Consumer and Marketing Research by Russell Belk, Eileen Fischer and Robert V. Kozinets
- 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.
http://www.uk.sagepub.com/books/Book235793?siteId=sage-uk&prodTypes=any&q=kozinets&fs=1
Discussion Forum
Welcome!!
Welcome to the methodspace group for Qualitative Consumer and Marketing Research! We hope that you'll take advantage of the opportunity to use this space to discuss the book, ask your research questions and learn from each other. You can use the discussion forum to post questions to the authors and other users of the book and you can also explore the other groups on methodspace to connect with researchers working in a similar field. In the tabs down the right hand side of the group, you can find links to exercises and additional material. Try out the exercises and test your understanding of what you've read! Continue
Tags: marketing, research, consumer, qualitative
Started by Katie Metzler Jan 24.
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