TY  - GEN
AU  - Belk,Russell
AU  - Fischer,Eileen
AU  - Kozinets,Robert V.
TI  - Qualitative consumer and marketing research / 
SN  - 9780857027672
U1  - 658.83 
PY  - 2017///
CY  - Los Angeles
PB  - Sage
KW  - Marketing research
KW  - Consumers
KW  - Research
KW  - Qualitative research
N1  - 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
N2  - Designed for students, scholars, and marketing research practitioners, this book is designed to take readers through the basics to an advanced understanding in qualitative marketing and consumer research
ER  -