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.
Author: Paul M. W. Hackett, Jessica Schwarzenbach, Uta Maria Jürgens
Publisher: Verlag Barbara Budrich
Published: 04/18/2016
Pages: 166
Binding Type: Paperback
Weight: 0.45lbs
Size: 8.50h x 5.50w x 0.36d
ISBN13: 9783847407720
ISBN10: 3847407724
BISAC Categories:
- Business & Economics | Marketing | Research
- Social Science | Anthropology | Cultural & Social
- Social Science | Methodology
Author: Paul M. W. Hackett, Jessica Schwarzenbach, Uta Maria Jürgens
Publisher: Verlag Barbara Budrich
Published: 04/18/2016
Pages: 166
Binding Type: Paperback
Weight: 0.45lbs
Size: 8.50h x 5.50w x 0.36d
ISBN13: 9783847407720
ISBN10: 3847407724
BISAC Categories:
- Business & Economics | Marketing | Research
- Social Science | Anthropology | Cultural & Social
- Social Science | Methodology
About the Author
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, USAUta Maria Jürgens is a Doctoral Student, ETH Zürich, Switzerland.