Qualitative Consumer and Marketing Research - Couverture souple

Russell Belk; Eileen Fischer; Robert Kozinets

Couverture souple

ISBN 10 : 0857027670 ISBN 13 : 9780857027672

Editeur : SAGE Publications Ltd, 2012

Synopsis

Qualitative Consumer and Marketing Research Designed for students, scholars, and marketing research practitioners, this book is designed to take readers through the basics to an advanced understanding in qualitative marketing and consumer research. Full description

A propos du livre

Présentation de l'éditeur :

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.

Biographie de l'auteur :

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.

À propos de cette édition

• Éditeur: SAGE Publications Ltd
• Date d'édition: 2012
• ISBN 10: 0857027670
• ISBN 13: 9780857027672
• Reliure: Broché
• Numéro d'édition: 1
• Nombre de pages: 240