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Qualitative Marketing Research
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Qualitative Marketing Research
A Cultural Approach



May 2006 | 240 pages | SAGE Publications Ltd
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.

 
PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS
 
PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS
 
`Cultural Turn' in Marketing and Consumer Research
 
Evaluating Cultural Research
 
PART TWO: CULTURAL DATA AND METHODS
 
Ethnographies
 
Cultural Texts and Talk
 
Visual Materials and Methods
 
PART THREE: ANALYSIS IN CULTURAL RESEARCH
 
Interpretation and Interpretive Frameworks
 
Analysis in Practice
 
Criteria for Good Cultural Analysis
 
PART FOUR: WRITING CULTURAL RESEARCH
 
Writing in Cultural Research
 
Writing up Cultural Research
 
PART FIVE: DEFENDING YOUR RESEARCH REPORT
 
Theoretical Legacies and Philosophical Questions

"The volume provides an exhaustive study of the subject at hand, written in a very scholarly fashion."

S. D. Clark
St. John's university

Really useful and insightful text informed by critical and cultural approach which is fairly unusual

Professor Margaret Hogg
Dept of Marketing, Lancaster University
January 17, 2013

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
Aberdeen Business School, Robert Gordon University
November 26, 2012

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ISBN: 9781412903813
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