Description: Designed for students, scholars, and marketing research practitioners, this book is designed to take readers through the basics to an advanced understanding in qualitative marketing and consumer research.
Brief description: 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.
Review Quotes: ′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
′Qualitative Consumer and Marketing Research is an accessible, conceptually substantial and practical guide to qualitative research. Written by eminent qualitative researchers from one of the world's leading school's of Consumer Culture Theory, the book provide a substantial introduction to all elements of the research process, including design, analysis and presentation. A particular strength of the book is the advice that it gives on getting your qualitative research noticed, accepted and published′ -
Andrea Davies
Senior Lecturer in Marketing, University of Leicester
′Written by three leading experts in the field of qualitative research, this book fills in a long-existing gap in the qualitative consumer and marketing research literature. It is very insightful, well structured, rich on practical applications, and written in an easy-to-read style. It successfully integrates established and innovative approaches for capturing, processing and presenting data. This is an excellent book appealing to a wide audience of readers′ -
Elena Millan
Lecturer in Consumer Research and Marketing, University of Reading