QUALITATIVE CONSUMER AND MARKETING RESEARCH by Robert V. Kozinets, Eileen Fischer, Russell W. Belk ( 9781446272060 )

Item Details

Title:

QUALITATIVE CONSUMER AND MARKETING RESEARCH

By:

Robert V. Kozinets, Eileen Fischer, Russell W. Belk

Format:

Electronic book text

List price:	£28.79
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ISBN 10:

1446272060

ISBN 13:

9781446272060

Publisher:

SAGE PUBLICATIONS LTD (DIGITAL)

Pub. date:

31 December, 2012

Pages:

240

Description:

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.

Synopsis:

- 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 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.

Illustrations:

illustrations

Publication:

Imprint:

SAGE Publications Ltd

Returns:

Non-returnable

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