000			02112nam a22002417a 4500
999			_c1407 _d1407
005			20211008143132.0
008			211008b ||||| |||| 00| 0 eng d
020			_a9780857027672
082			_a658.83 _bBELL
100			_aBelk, Russell W. _94023
245			_aQualitative consumer and marketing research
260			_bSage Publications Ltd. _aLondon _c2013
300			_a234 p.
365			_aGBP _b38.99
504			_aTable 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
520			_aHow 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.
650			_aMarketing research _9276
650			_aQualitative research _9983
650			_aConsumers--Research _94024
700			_aFischer, Eileen _94025
700			_aKozinets, Robert V _94026
942			_2ddc _cBK