Qualitative consumer & marketing research / Russell Belk, Eileen Fischer and Robert V. Kozinets.
Material type:
TextPublisher: Los Angeles, [California] : SAGE, 2013Description: 234 pages : illustrations (black and white)Content type: text | still image Media type: computer Carrier type: online resourceISBN: 9781446272060 (ebook)Subject(s): Marketing research | Consumers -- Research | Qualitative research | Business and Management | Business & Management | Research & development management | Sales & marketing management | Market researchGenre/Form: Online access: Click here to access online Also available in printed form ISBN 9780857027672Summary: 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. Electronic Inspection Copy available for instructors here - 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, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research 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, 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.
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E-book
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Electronic publication | Electronic publication | Available |
Includes bibliographical references and index.
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. Electronic Inspection Copy available for instructors here - 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, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research 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, 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.
Also available in printed form ISBN 9780857027672
Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
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