Consumer Research Methods. Este artículo no está disponible.Consumer Research Methods

Ever since its conception some 40 years ago, consumer research has been the channel through which innovations in social science, social and cultural theory and the arts have entered the marketing discipline. With each transformation and interjection of new ideas, discourses and approaches, consumer research has also translated a whole tradition and variety of method into marketing theory and research practice.

This collection offers a comprehensive and illuminating overview of the main methods used in consumer research and outlines the main theoretical, conceptual and historical debates that are relevant to the area. It highlights the full range of methodological considerations, from questionnaire design through to analyzing qualitative data, as well as discussing the progression and development of the field from its initial conception as a relatively coherent and unified sub-discipline through to the diverse community of methods today.

James Fitchett is Professor of Marketing and Consumption at University of Leicester School of Management. His research aims to examine the nature of markets and marketing and their consequences in terms of business practices and performance, as well as broader social, political and cultural consequences. His current research focuses in on critical readings of marketing management and consumer research. He co-edited the Journal of Consumer Behaviour (2006-2009) and is currently associate editor for Marketing Theory. He is co-author of Marketing: A Critical Textbook (Sage 2010) and has published papers in Marketing Theory, Consumption, Markets and Culture, and Journal of Marketing Management.

Andrea Davies Andrea Davies is Senior Lecturer in Marketing and Consumer Research at University Leicester School of Management. She previously worked at University of Exeter and University of Edinburgh and was co-editor the Journal of Consumer Behaviour (2006-2009). Her research interests focus on contemporary and historical aspects of consumers and consumption, including consumer identities and performance, empowerment and consumer ambivalence, motherhood and consumption, consumers and retail technologies, persuasion knowledge in advertising, consumer research methodologies, and cross-cultural consumer behaviour.