Qualitative Consumer and Marketing Research

Download or read book Qualitative Consumer and Marketing Research written by Russell Belk and published by SAGE. This book was released on 2012-12-26 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.