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Informationen zum Autor Russell W. Belk is York University Distinguished Research Professor and Kraft Foods Canada Chair in Marketing at the Schulich School of Business. His research involves the extended self, meanings of possessions, collecting, gift-giving, sharing, digital consumption, and materialism. It tends to be qualitative, cultural, and visual. He has received the Paul D. Converse Award, two Fulbright Fellowships, the Sheth Foundation/Journal of Consumer Research Award for Long Term Contribution to Consumer Research, and is a fellow in ACR, APA, and the Royal Society of Canada. Eileen Fischer is Professor Marketing and the Max and Anne Tanenbaum Chair in Entrepreneurship and Family Enterprise at the Schulich School of Business. She is past chair of the Entrepreneurship Division of the Academy of Management. Her research interests span entrepreneurship and consumer behavior topics, and she is currently an Associate Editor for both the Journal of Consumer and Journal of Business Venturing. Robert Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California’s Annenberg School for Communication and Journalism and Marshall School of Business. An academic whose methods and theories are widely used by researchers, in classrooms, and in industry, he has taught digital methods to some of the world’s best students and consulted with a range of highly respected global organizations. Klappentext 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. Zusammenfassung 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. Inhaltsverzeichnis Introduction Getting Started: How to Begin a Qualitative Research Project Depth Interviews Ethnography and Observational Methods Online Observation and Netnography Data Collection Aids Approaches to Data Analysis, Interpretation and Theory Building for Scholarly Research Analysis, Theory and Presentation for Managers Presenting, Disseminating, and Sharing Final Thoughts ...
