Qualitative consumer & marketing research /
"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 pract...
| Autor principal: | |
|---|---|
| Outros Autores: | , |
| Formato: | Livro |
| Idioma: | English |
| Publicado em: |
London :
SAGE,
2013.
|
| Assuntos: | |
| Classic Catalogue: | View this record in Classic Catalogue |
Sumário:
- 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.