Qualitative consumer & marketing research

Russell Belk, Eileen Fischer and Robert V. Kozinets

Designed for students, scholars, and marketing research practitioners, this book is designed to take readers through the basics to an advanced understanding in qualitative marketing and consumer research

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Alternative title:	Qualitative consumer and marketing research
Year of publication:	2012
Authors:	Belk, Russell W. ; Fischer, Eileen ; Kozinets, Robert V.
Publisher:	Los Angeles [u.a.] : Sage
Subject:	Marktforschung \| Market research \| Konsumentenverhalten \| Consumer behaviour \| Qualitative Methode \| Qualitative method \| Verbraucherforschung \| Marketingforschung

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Extent:	Online-Ressource (IX, 234 Seiten)
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Lehrbuch ; Textbook
Language:	English
Notes:	Description based upon print version of record COVER; Contents; About the authors; 1 Introduction; 2 Getting started: how to begin a qualitative research project; 3 Depth interviews; 4 Ethnography and observational methods; 5 Online observation and netnography; 6 Data collection aids; 7 Approaches to data analysis, interpretation and theory building for scholarly research; 8 Analysis, theory, and presentation for managers; 9 Presenting, disseminating, and sharing; 10 Final thoughts; References; Index
ISBN:	978-0-85702-767-2 ; 978-0-85702-766-5
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10011681072