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Verlag Barbara Budrich

Search
Filter
Filter by Produkt-Kategorien.
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Fachbereiche
Erziehung
Gender Studies
Geschichte
Hochschuldidaktik
Politik
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Gesellschaft
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Unsere englischen Publikationen
prolog-Verlag
Inspirited
utb
Reihen
Zeitschriften

Informationen zum Buch

ISBN: 978-3-8474-0772-0

Consumer Psychology: A Study Guide to Qualitative Research Methods

Erscheinungsdatum : 18.04.2016

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12,99  inkl. MwSt.19,90  inkl. MwSt.

ISBN: 978-3-8474-0772-0
Kategorien: Gesellschaft, Methoden

Beschreibung

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

Verlag

ISBN

978-3-8474-0772-0

eISBN

978-3-8474-0891-8

Format

A5

Umfang

166

Erscheinungsjahr

2016

Erscheinungsdatum

18.04.2016

Auflage

1.

Sprache

Englisch

Bewertungen

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Schreibe die erste Bewertung für „Consumer Psychology: A Study Guide to Qualitative Research Methods“

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Autor*innen

Paul M. W. Hackett
Jessica B. Schwarzenbach
uta maria juergens

Schlagwörter

Consumer research, Ethnography, qualitative research

Beschreibung

Beschreibung

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

Bibliografie

Zusätzliche Information

Verlag

ISBN

978-3-8474-0772-0

eISBN

978-3-8474-0891-8

Format

A5

Umfang

166

Erscheinungsjahr

2016

Erscheinungsdatum

18.04.2016

Auflage

1.

Sprache

Englisch

Bewertungen (0)

Bewertungen

Es gibt noch keine Bewertungen.

Schreibe die erste Bewertung für „Consumer Psychology: A Study Guide to Qualitative Research Methods“

Ihre E-Mail-Adresse wird nicht veröffentlicht Erforderliche Felder sind mit * markiert.

Autor*innen

Autor*innen

Paul M. W. Hackett
Jessica B. Schwarzenbach
uta maria juergens

Schlagwörter

Pressestimmen

Abstracts

de_DEGerman

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