Qualitative Marketing Research
A Cultural Approach
- Johanna Moisander - Aalto University, Finland
- Anu Valtonen - University of Lapland, Finland
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."
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.
Really useful and insightful text informed by critical and cultural approach which is fairly unusual
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.