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Qualitative consumer & marketing research /

By: Kozinets, Robert V, 1964-
Title By: Fischer, Eileen, 1959- | Belk, Russell W
Material type: BookPublisher: London : SAGE Publications Ltd , 2013.Description: 234 p. : ill. ; 25 cm.ISBN: 9780857027665; 0857027662Other title: Qualitative consumer and marketing research.Subject(s): Marketing research | Consumers -- Research | Qualitative researchDDC classification: 658.83
Summary:
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.
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Item type Home library Call number Status Date due Barcode Item holds
REGULAR University of Wollongong in Dubai
Main Collection 		658.83 KO QU (Browse shelf) Available T0016117
Total holds: 0

Includes index.

Includes bibliographical references and index.

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.

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