Belk, Russell W. creator Fischer, Eileen 1959- Kozinets, Robert V. 1964- text bibliography enk London SAGE 2013 monographic eng

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234 p. : ill. ; 25 cm. "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. Whatever your background, this book will help you become a better researcher and help your research come alive for others."--Publisher's website. 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. adult Russell Belk, Eileen Fischer and Robert V. Kozinets. Includes bibliographical references (p. [211]-228) and index. Marketing research Consumers Research Qualitative research HF5415.2 .B453 2013 658.83 9780857027665 (hardback) 0857027662 (hardback) 0857027670 (paperback) 9780857027672 (paperback) 2012939638 UKMGB 120514 20140420134343.0 28001 eng