Qualitative consumer & marketing research / Russell Belk, Eileen Fischer and Robert V. Kozinets.
Material type: TextPublication details: London : SAGE, 2013.Description: 234 p. : ill. ; 25 cmISBN:- 9780857027665
- 9780857027672
- 658.83 23
- HF5415.2 .B453 2013
Item type | Current library | Collection | Call number | Vol info | Status | Date due | Barcode |
---|---|---|---|---|---|---|---|
Main Long | Martin Oduor-Otieno Library This item is located on the library first floor | Non-fiction | HF5415.2 .B453 2013 (Browse shelf(Opens below)) | 27707/15 | Available | MOOL15020323 |
Browsing Martin Oduor-Otieno Library shelves, Shelving location: This item is located on the library first floor, Collection: Non-fiction Close shelf browser (Hides shelf browser)
HF5415.153 .K83 2004 Managing new products : | HF5415.153 .N38 1986 Breakthroughs! / | HF5415.153 .T45 2013 Unrelenting innovation : | HF5415.2 .B453 2013 Qualitative consumer & marketing research / | HF5415.2 .B655 2013 Marketing research : tools & techniques / | HF5415.2 .B655 2013 Marketing research : tools & techniques / | HF5415.2 .C3833 2015 Marketing analytics : |
Includes bibliographical references and index.
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.
"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."--Publisher's website.
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