Consumer Psychology: A Study Guide to Qualitative Research Methods
1st Edition
Published on 18. April 2016
Book
Paperback/Softback
166 pages
978-3-8474-0772-0 (ISBN)
Description
This book provides students with a clear and concise guide to studying undergraduate courses in qualitative consumer research and ethnography. The authors present the major qualitative research approaches used in consumer and marketing research as well as practical procedures and theoretical aspects of research design, report presentation etc. In addition to that a weekly study guide, including comprehensive reading lists, completes the book.
More details
Other editions
Additional editions
Paul M.W. Hackett | Jessica Schwarzenbach | Uta Maria Jürgens
Consumer Psychology: A Study Guide to Qualitative Research Methods
E-Book
04/2016
1st Edition
Verlag Barbara Budrich
€0.00
Available for download
Persons
Paul M.W. Hackett is a professor of Ethnography at Emerson College, Boston, USA and a Visiting Academic at Oxford University, Oxford, UK.
Jessica B. Schwarzenbach is an independent Scholar in Massachusetts, USA
Uta Maria Jürgens is a Doctoral Student, ETH Zürich, Switzerland.
Jessica B. Schwarzenbach is an independent Scholar in Massachusetts, USA
Uta Maria Jürgens is a Doctoral Student, ETH Zürich, Switzerland.
Content
Preface Section 1 Planning the Research * What are Qualitative Consumer Research and Consumer Ethnography? * Using a Mapping Sentence to Manage a Consumer Research Project * Research Ethics Section 2 Approaches to Consumer Ethnography and Qualitative Consumer Research* Projective Techniques * Focus Groups * In-Depth Interviews * Netnography * Visual Ethnography * Artefact * Archives* Journals * Autoethnography Section 3 Practical Procedures * Projective Techniques * Focus Groups * In-Depth Interviews * Netnography * Ethnography * Visual Ethnography * Artefact * Archives * Journals * Autoethnography Section 4 Reporting the Results * Bringing Together the Data and Producing the Report/Presentation * Research Report * Research Presentation Section 5 Course Assessment * Assignments * Team Research Project * Research Articles Evaluation and Research Project Design Presentation * Vignette * Individual Poster Presentation * Course Schedule, Course Materials Index