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'From the epicentre of academic qualitative research within business schools, the advice of this seasoned Schulich team will help students and managers sharpen workbench skills and attain deeper insights in the quest to understand and influence consumers worldwide' - John F. Sherry Professor of Marketing, University of Notre Dame
I have not adopted this book yet, but might decide to do so in future. This book may help students who are trying to design dissertations that involve marketing research. To get some student feedback, I will be lending my inspection copy to some of my students this trimester to get their feedback on it. My concern is that this book is anecdotal and so I would want to ensure students are familiar with basic research principles and terminology before moving on to this.
Very easy to read - Course is for undergrads, who will be studying methods for applied more than academic research. This gives a solid theoretical framework along with practical advice on methodology and reporting for managerial purposes.
Excellent addition to a reading list for my dissertation students - both undergraduate and post graduate.
This books helps to introduce students to qualitative marketing research in a wonderful way. Chapters are written in a nearly dialogic way. This motivates students to dive into the discussion. Furthermore, examples are very helpful by illustrating different methods in a hands-on manner.
Excellent coverage of the entire area of QCR.
Belk, Fischer & Kozinets provide a succinct & contemporary introduction to qualitative marketing research methods for undergrads. The text is an excellent supplement to standard (primarily quantitative) MR texts.
Good text, written well for students from an international background
The book provides a useful, hands-on, introduction to qualitative market research. It highlights useful differences between qualitative and quantitative approaches. I say 'introduction' as the book does not seem to spend enough time identifying types of qualitative research studies. Nevertheless it does address the issues of marketing research from a management perspective which tend to be overlooked in some other works.
Recormended for the students that is working with Qualitative Research in their Master Thesis.
A very welll written and usefull book
Useful at an introductory level and contains contemporary examples.
The book is excellent and very much needed. It will be used and a supplement to the classes. Students will opt to buy it or not.
I really find this book an inspirational piece of work! As I see it, it fits best for those who are doing their doctoral studies, or even post docs. However, the data gathering methods, as well as sections dealing with analysis are suitable also for undergraduates. Furthermore, I considered the tips in research formulation and publishing very helpful.
I am delighted by recent publications of books that serve as indispensable guidline for students and researchers to conduct solid research at undergraduade and postgraduate level. it appears that students in their final year projects prefer quantative approaches in an attempt to keep the research design simple and straight forward. Therefore, Belk's advocacy for qualitative studies in marketing research is most welcome and may help encourage students to espouse this approach.
As a marketing professor and PhD advisor, I found my students were quite often “torn” between the two research approaches – qualitative and quantitative. Coming from an Eastern European country, Romania, striving to get more visibility, I felt even more the need to find that equilibrium between these two types of researches and researchers, at the same time. Not to mention that some research methods – as ethnographic interviews and netnography – are sometimes disregarded by marketers. Reading the book, one can found important answers for important questions:
This book has clear potential to become a new standard in qualitative consumer research.