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Qualitative consumer & marketing research / Russell Belk, Eileen Fischer and Robert V. Kozinets.

By: Belk, Russell W.
Contributor(s): Fischer, Eileen, 1959- | Kozinets, Robert V, 1964-.
Material type: materialTypeLabelBookPublisher: London : SAGE, 2013Description: 234 p. : ill. ; 25 cm.ISBN: 9780857027665 (hbk.):.Other title: Qualitative consumer and marketing research.Subject(s): Marketing research | Consumers -- Research | Qualitative research
Contents:
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.
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Item type Current location Call number Status Date due Barcode
Book Main Library
Open Shelf Collection 		HF5415.2.B453 2013 (Browse shelf) Available 1000071835

Includes bibliographical references (p. [211]-228) 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.

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