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.
"Sinopsis" puede pertenecer a otra edición de este libro.
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.
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.
Robert V. Kozinets is a globally recognized expert on social media, marketing, branding and innovation. Besides inventing netnography, he has authored and co-authored over 100 pieces of research on the intersection of technology, media, brands, and consumers.
Robert V. Kozinets is widely recognized as the inventor of netnography, and a social media marketing and research authority. He has authored and co-authored over 150 pieces of research, and hundreds more Tweets (@kozinets) and blog posts (kozinets.net), usually about the intersection of technology, media, brands, methods, institutions, and social groups. This includes four books―three of them Sage Method books. Currently, Kozinets is Associate Editor of the Journal of Consumer Research and the Journal of Retailing, an Academic Trustee of the Marketing Science Institute, and is the Industry seat on the Board of Directors of the Association for Consumer Research. On the industry side, he has extensive speaking, training, and consulting experience with a range of global companies and organizations, including HSBC, TD Banking and Financial Group, American Express, Merck, Sony, Nissan, eBay, Campbell Soup, and L’Oréal. He is Professor of Marketing at York University’s Schulich School of Business, where he is also Chair of the Marketing department.
'From the epicentre of academic qualitative research within business schools, the advice of this seasoned Schulich team will help students and managers sharpen workbench skills and attain deeper insights in the quest to understand and influence consumers worldwide' -
John F. Sherry
Professor of Marketing, University of Notre Dame
'Qualitative Consumer and Marketing Research is an accessible, conceptually substantial and practical guide to qualitative research. Written by eminent qualitative researchers from one of the world's leading school's of Consumer Culture Theory, the book provide a substantial introduction to all elements of the research process, including design, analysis and presentation. A particular strength of the book is the advice that it gives on getting your qualitative research noticed, accepted and published' -
Senior Lecturer in Marketing, University of Leicester
'Written by three leading experts in the field of qualitative research, this book fills in a long-existing gap in the qualitative consumer and marketing research literature. It is very insightful, well structured, rich on practical applications, and written in an easy-to-read style. It successfully integrates established and innovative approaches for capturing, processing and presenting data. This is an excellent book appealing to a wide audience of readers' -
Lecturer in Consumer Research and Marketing, University of Reading
"Sobre este título" puede pertenecer a otra edición de este libro.
Descripción Sage Pubns Ltd, 2012. Hardcover. Estado de conservación: Brand New. 1st edition. 240 pages. 9.50x6.75x0.75 inches. In Stock. Nº de ref. de la librería 0857027662