Qualitative consumer and marketing research

By:

Belk, Russell W

Contributor(s):

Material type: Text

TextPublication details: Sage Publications Ltd. London 2013Description: 234 pISBN:

9780857027672

Subject(s):

DDC classification:

658.83 BELL

Summary: 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.

List(s) this item appears in: Marketing | Operation & quantitative Techniques

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.83 BELL (Browse shelf(Opens below))	1	Available		001503

Browsing Indian Institute of Management LRC shelves, Shelving location: General Stacks, Collection: Marketing Close shelf browser (Hides shelf browser)

Previous								Next
Previous	658.83 AZZ Measurement in marketing: operationalization of latent constructs	658.83 BEA Handbook of marketing scales: multi-item measures for marketing and consumer behavior research	658.83 BEL Handbook of qualitative research methods in marketing	658.83 BELL Qualitative consumer and marketing research	658.83 BER Marketing research	658.83 BRA Questionnaire design: how to plan, structure and write survey material for effective market research	658.83 BUR Marketing research	Next

Table of Content

Introduction 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

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.

There are no comments on this title.

to post a comment.