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

By: Belk, Russell W, 1945-.
Contributor(s): Fischer, Eileen, 1959- | Kozinets, Robert V, 1964-.
Material type: materialTypeLabelBookCall no.: HF5415.2 .B393 2013Publication: London : SAGE, 2013Description: 234 p. : ill.ISBN: 9780857027672 (pbk); 9780857027665.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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Book Book Faculty of Journalism and Mass Communication Library
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General Books HF5415.2 .B393 2013 (See Similar Items) Available 31379013952800
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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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