Qualitative Consumer and Marketing Research
- Russell Belk - York University, Canada
- Eileen Fischer - York University, Canada
- Robert V Kozinets - University of Southern California, USA
- 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.
'From the epicentre of academic qualitative research within business schools, the advice of this seasoned Schulich team will help students and managers sharpen workbench skills and attain deeper insights in the quest to understand and influence consumers worldwide' -
John F. Sherry
Professor of Marketing, University of Notre Dame
'Qualitative Consumer and Marketing Research is an accessible, conceptually substantial and practical guide to qualitative research. Written by eminent qualitative researchers from one of the world’s leading school’s of Consumer Culture Theory, the book provide a substantial introduction to all elements of the research process, including design, analysis and presentation. A particular strength of the book is the advice that it gives on getting your qualitative research noticed, accepted and published' -
Andrea Davies
Senior Lecturer in Marketing, University of Leicester
'Written by three leading experts in the field of qualitative research, this book fills in a long-existing gap in the qualitative consumer and marketing research literature. It is very insightful, well structured, rich on practical applications, and written in an easy-to-read style. It successfully integrates established and innovative approaches for capturing, processing and presenting data. This is an excellent book appealing to a wide audience of readers' -
Elena Millan
Lecturer in Consumer Research and Marketing, University of Reading
I have not adopted this book yet, but might decide to do so in future. This book may help students who are trying to design dissertations that involve marketing research. To get some student feedback, I will be lending my inspection copy to some of my students this trimester to get their feedback on it. My concern is that this book is anecdotal and so I would want to ensure students are familiar with basic research principles and terminology before moving on to this. I think it could be a good resource for students who have a firm grasp on research basics and are trying to design qualitative research beyond the standard interview.
Very easy to read - Course is for undergrads, who will be studying methods for applied more than academic research. This gives a solid theoretical framework along with practical advice on methodology and reporting for managerial purposes.
Excellent addition to a reading list for my dissertation students - both undergraduate and post graduate.
This books helps to introduce students to qualitative marketing research in a wonderful way. Chapters are written in a nearly dialogic way. This motivates students to dive into the discussion. Furthermore, examples are very helpful by illustrating different methods in a hands-on manner.
Excellent coverage of the entire area of QCR.
Belk, Fischer & Kozinets provide a succinct & contemporary introduction to qualitative marketing research methods for undergrads. The text is an excellent supplement to standard (primarily quantitative) MR texts.
Good text, written well for students from an international background
The book provides a useful, hands-on, introduction to qualitative market research. It highlights useful differences between qualitative and quantitative approaches. I say 'introduction' as the book does not seem to spend enough time identifying types of qualitative research studies. Nevertheless it does address the issues of marketing research from a management perspective which tend to be overlooked in some other works.
Recormended for the students that is working with Qualitative Research in their Master Thesis.
A very welll written and usefull book
