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Qualitative Consumer and Marketing Research

Qualitative Consumer and Marketing Research

December 2012 | 240 pages | SAGE Publications Ltd
  • How is qualitative marketing and consumer research conducted today?
  • What is rigorous research in this field?
  • What are the new, cutting edge techniques?

Written for students, scholars, and marketing research practitioners by three qualitative marketing research pioneers, this book takes readers through the basics to an advanced understanding of the state of the art in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and writing-up research or editing multi-media presentations using both time-tested and new methods, skills, and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills in creative data collection, analysis, and presentation, using illustrations drawn from the best of recent and classic research.

Whatever your background, this book will help you become a better researcher and help your research come alive for others.

Getting Started: How to Begin a Qualitative Research Project
Depth Interviews
Ethnography and Observational Methods
Online Observation and Netnography
Data Collection Aids
Approaches to Data Analysis, Interpretation and Theory Building for Scholarly Research
Analysis, Theory and Presentation for Managers
Presenting, Disseminating, and Sharing
Final Thoughts

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. I think it could be a good resource for students who have a firm grasp on research basics and are trying to design qualitative research beyond the standard interview.

Mrs Kristen Marshall
Business School, Edinburgh Napier University
October 16, 2015

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.

Dr Karen Hood
Management, Marketing & International Business, Eastern Kentucky University
January 21, 2015

Excellent addition to a reading list for my dissertation students - both undergraduate and post graduate.

Sally Laurie
Marketing Leisure Management and Languages, Northampton University
September 26, 2014

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.

Mr Wolfgang Kotowski
Aberdeen Business School, Robert Gordon University
May 16, 2014

Excellent coverage of the entire area of QCR.

Professor Paul Hackett
Marketing Communication Dept, Emerson College
September 6, 2013

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.

Mr Rick Jonsen
Business Administration Dept, Eastern University
September 3, 2013

Good text, written well for students from an international background

Mr Martin Haley
Marketing , University of Bradford Management Ctr
August 6, 2013

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.

Dr Chahid Fourali
London Metropolitan Business School, London Metropolitan Uni (City Campus)
July 30, 2013

Recormended for the students that is working with Qualitative Research in their Master Thesis.
A very welll written and usefull book

Mr Erik Sloth
Dept Language & Business Communication, Aarhus School of Business
June 21, 2013

Useful at an introductory level and contains contemporary examples.

Ms Jenna Condie
Psychology , Salford University
June 4, 2013

Sample Materials & Chapters


Russell W. Belk

Russell W. Belk is York University Distinguished Research Professor and Kraft Foods Canada Chair in Marketing at the Schulich School of Business. His research involves the extended self, meanings of possessions, collecting, gift-giving, sharing, digital consumption, and materialism. It tends to be qualitative, cultural, and visual. He has received the Paul D. Converse Award, two Fulbright Fellowships, the Sheth Foundation/Journal of Consumer Research Award for Long Term Contribution to Consumer Research, and is a fellow in ACR, APA, and the Royal Society of Canada. More About Author

Eileen Fischer

Eileen Fischer is Professor Marketing and the Max and Anne Tanenbaum Chair in Entrepreneurship and Family Enterprise at the Schulich School of Business. She is past chair of the Entrepreneurship Division of the Academy of Management. Her research interests span entrepreneurship and consumer behavior topics, and she is currently an Associate Editor for both the Journal of Consumer and Journal of Business Venturing. More About Author

Robert Kozinets

Robert Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California’s Annenberg School for Communication and Journalism and Marshall School of Business. An academic whose methods and theories are widely used by researchers, in classrooms, and in industry, he has taught digital methods to some of the world’s best students and consulted with a range of highly respected global organizations. More About Author

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