Qualitative Consumer and Marketing Research
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 throu…
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Produktdetails
Weitere Autoren: Fischer, Eileen / Kozinets, Robert
- ISBN: 978-1-4462-7206-0
- EAN: 9781446272060
- Produktnummer: 16943016
- Verlag: SAGE Publications
- Sprache: Englisch
- Erscheinungsjahr: 2012
- Seitenangabe: 240 S.
- Plattform: PDF
- Masse: 7'334 KB
- Auflage: 1. Auflage
Über den Autor
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.
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