Qualitative Consumer and Marketing Research

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. 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. 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.

′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. SherryProfessor 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 DaviesSenior 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 MillanLecturer in Consumer Research and Marketing, University of Reading

• IntroductionGetting Started: How to Begin a Qualitative Research ProjectDepth InterviewsEthnography and Observational MethodsOnline Observation and NetnographyData Collection AidsApproaches to Data Analysis, Interpretation and Theory Building for Scholarly ResearchAnalysis, Theory and Presentation for ManagersPresenting, Disseminating, and SharingFinal Thoughts