Qualitative Consumer and Marketing Research

Qualitative Consumer and Marketing Research

Fischer, Eileen; Belk, Russell W.; Kozinets, Robert

Sage Publications Ltd

12/2012

240

Mole

Inglês

9780857027672

15 a 20 dias

420

Descrição não disponível.
Introduction
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
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qualitative research project;depth interviews;ethnographic methods;observational methods;online observation;netnography;data collection aids;data analysis;scholarly research;presenting research