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Qualitative Consumer and Marketing Research

ISBN-10: 0857027670
ISBN-13: 9780857027672
Edition: 2013
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Description: Students, scholars, and marketing research practitioners

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Book details

Copyright year: 2013
Publisher: SAGE Publications, Limited
Publication date: 12/14/2012
Binding: Paperback
Pages: 240
Size: 6.75" wide x 9.25" long x 0.75" tall
Weight: 1.122
Language: English

Students, scholars, and marketing research practitioners

Eileen Fischer is Professor Marketing and the Max and Anne Tanenbaum Chair in Entrepreneurship and Family Enterprise at the Schulich School of Business. She is past chair of the Entrepreneurship Division of the Academy of Management. Her research interests span entrepreneurship and consumer behavior topics, and she is currently an Associate Editor for both the Journal of Consumer and Journal of Business Venturing.

Russell Belk is Kraft Foods Canada Chair in Marketing, Schulich School of Business, York University. He is past president of the International Association of Marketing and Development, and is a fellow, past president, and Film Festival co-founder in the Association for Consumer Research. He also co-initiated the Consumer Behavior Odyssey and the Consumer Culture Theory Conference, two key events in qualitative consumer research. He received the Paul D. Converse Award and the Sheth Foundation/Journal of Consumer Research Award for Long Term Contribution to Consumer Research.

About the authors
Introduction
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
References
Index

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