Qualitative Consumer and Marketing Research

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

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, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research 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, 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.

Genres: Business

240 pages, Kindle Edition

First published December 1, 2012

Reviews

[Anh Vu · Rating 5 out of 5]

This book is of immense value to the practitioners struggling for how to proceed step-by-step qualitative data research techniques like depth interviews, ethnography and netnography method, and observational method. It was easy to read, along with a bit how-to exercises in each chapter. The author also explained carefully about data collection and interpretation to build a theoretical perspective. He mentioned about the importance of looking for patterns and variation across individual elements of data, on how to do initial coding and to identify the relationship between codes, which I find the most applicable.

[Kumar · Rating 3 out of 5]

As a quantitative strategist and decision maker, the whole idea of qualitative research sounded like a big hocus pocus. The Belk book makes a strong case of how this field has grounded research foundation. The book covers the entire range of techniques from in-depth interviews and focus groups to ethnography and ZMET metaphor elicitation. These qualitative techniques can lead to insights that can then be analyzed through quantitative methods both for marketing and new venture customer discovery.

[Thanasak Kriangupatham · Rating 5 out of 5]

this book provide all the basic idea and some practical information to use tools conducting qualitative research in the marketing. it's worth for one who interested in this topic and want to start as the beginners.