Qualitative Consumer and Marketing Research (ePub)
(Sprache: Englisch)
Electronic Inspection Copy available for instructors here
- How is qualitative marketing and consumer research conducted today?
- What is rigorous research in this field?
- What are the new, cutting edge techniques?
Written for students,...
- How is qualitative marketing and consumer research conducted today?
- What is rigorous research in this field?
- What are the new, cutting edge techniques?
Written for students,...
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Produktinformationen zu „Qualitative Consumer and Marketing Research (ePub)“
Electronic Inspection Copy available for instructors here
- How is qualitative marketing and consumer research conducted today?
- What is rigorous research in this field?
- What are the new, cutting edge techniques?
Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research 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, 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.
- How is qualitative marketing and consumer research conducted today?
- What is rigorous research in this field?
- What are the new, cutting edge techniques?
Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research 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, 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.
Autoren-Porträt von Eileen Fischer, Robert Kozinets, Russell W. Belk
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.
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Robert V. Kozinets has developed social media research methods that are widely used in universities and companies around the world. In 1995, in study of activism and media fan community, he invented netnography. Since that time, he has been refining the approach and applying it to gain a deeper understanding of our current social and communication landscape. Asking questions about technology, commodification, utopia, and desire, his research pushed disciplinary boundaries to open up a more integrative, cultural, moral, and passionate form of studying and theorizing emerging social media ecosystems. He currently holds the Jayne and Hans Hufschmid Chair of Cultural Social Media Research at the University of Southern California's Annenberg School for Communication and Journalism.
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Bibliographische Angaben
- Autoren: Eileen Fischer , Robert Kozinets , Russell W. Belk
- 2012, 240 Seiten, Englisch
- Verlag: Sage Publications
- ISBN-10: 1446290395
- ISBN-13: 9781446290392
- Erscheinungsdatum: 14.12.2012
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
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- Dateiformat: ePub
- Größe: 1.98 MB
- Mit Kopierschutz
Sprache:
Englisch
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