Qualitative Marketing Research

A Cultural Approach

Anu Valtonen author Johanna Moisander author

Format:Paperback

Publisher:SAGE Publications Inc

Published:18th May '06

Currently unavailable, and unfortunately no date known when it will be back

This paperback is available in another edition too:

Qualitative Marketing Research cover

Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory.

The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.

"The volume provides an exhaustive study of the subject at hand, written in a very scholarly fashion." -- S. D. Clark
Sadly, this book came too late. Although it covers not only the theoretical and methodological issues of qualitative research, but also aspects of getting published, I had to choose other books instead. Nevertheless, after an individual review of this book, I have it on my TOP 5 - shortlist of essential books for qualitative research lectures. Especially the structure is supporting me as a lectures as I can easily follow it in my sessions. Thus, a collection of further materials for lecturers will make this book a central source for forthcoming programs. -- Mr Wolfgang Kotowski * drupal *
This book offers my students a brilliant overview of how culture is quintessentially, intrinsically linked to the fundamental approach of ethnography when they experience their very first qualitative fieldwork study. -- Mrs FRANCOISE Passerard * drupal *
The book was ok, but I thought it was too targeted for this type of class.

Have traveled and can not send back at this time.
-- Ms Cheryl Lawson * drupal *
Really useful and insightful text informed by critical and cultural approach which is fairly unusual -- Professor Margaret Hogg * drupal *

ISBN: 9781412903813

Dimensions: unknown

Weight: 400g

240 pages