Overview

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.

Full Product Details

Author:   Prof. Paul M.W. Hackett ,  Jessica Schwarzenbach ,  Uta Maria Jürgens
Publisher:   Verlag Barbara Budrich
Imprint:   Verlag Barbara Budrich
Dimensions:   Width: 14.80cm , Height: 1.00cm , Length: 21.00cm
Weight:   0.249kg
ISBN:  

9783847407720

ISBN 10:   3847407724
Pages:   166
Publication Date:   18 April 2016
Audience:   College/higher education ,  Undergraduate
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Language:   English

Table of Contents

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

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Author Information

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.

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