Qualitative consumer and marketing research / by Russell Belk, Eileen Fischer and Robert V. Kozinets.
Publication details: Sage 2017 Los AngelesDescription: vi, 234 pages: illustrations; 25cmISBN:- 9780857027672
- 658.83
Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | Indian Institute of Management Visakhapatnam General Stacks | Non-fiction | 658.83 BEL (Browse shelf(Opens below)) | Available | 000936 |
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.
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
There are no comments on this title.