Beschreibung

Open Access: The book Consumer Psychology: A Study Guide to Qualitative Research Methods is an Open Access title (DOI: 10.3224/84740772) , which is free to download or can be bought as paperback. The book holds a Creative Commons License Attribution4.0 International (CC BY4.0): https://creativecommons.org/licenses/by/4.0/ / Der Titel Consumer Psychology: A Study Guide to Qualitative Research Methods (DOI: 10.3224/84740772) ist kostenlos im Open Access (PDF) herunterladbar oder kostenpflichtig als Print-Ausgabe erhältlich. Der Titel steht unter der Creative Commons Lizenz Attribution 4.0 International (CC BY 4.0): https://creativecommons.org/licenses/by/4.0/

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.

Qualitative consumer psychological research is central to understanding consumers and produces veracious consumer insights. However, no study guide format book exists that provides details of a course in qualitative consumer research. This book focuses upon newer techniques (e.g.: netnography) and implementations of traditional approaches (focus groups, in-depth interviews, etc.). Ethics are considered in the context of contemporary research approaches. This book coherently presents a course and assessment in qualitative consumer research. The book can be read alone or supplement more general textbooks in this area. The book is for university students at all academic levels and comprises five sections: Section 1: Planning the Research; Section 2: Approaches to consumer ethnography and qualitative consumer research; Section 3: Practical procedures; Section 4: Reporting the results; Section 5: Course assessment. Section 1 prepares students for the practical research procedures in section 2. This second section gives details about why and when the selected approaches are used. Section 3 specifies how to conduct each procedure. Section 4 discusses data analysis and result presentation. Section 5 details course assessment. Each research approach is presented along with its theoretical grounding and then students are guided in undertaking each procedure.

Table of Contents

The authors:

Paul M.W. Hackett
PhD, Professor of Ethnography, Emerson College, Boston, USA and Visiting Academic, Oxford University, Oxford, UK

Jessica B. Schwarzenbach
PhD, Independent Scholar, Massachusetts, USA

Uta Maria Jürgens
Doctoral Student, ETH Zürich, Switzerland

Download for free: publicity leaflet (pdf)

Target groups: students and teachers in marketing research and psychology

Keywords: qualitative research, ethnography, consumer research

Subject area: Psychology, Marketing

Zusätzliche Information

Autor*innen

Paul M. W. Hackett

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Jessica B. Schwarzenbach

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Uta Maria Jürgens

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Schlagwörter

Consumer research, ethnography, qualitative research