This book provides students with a clear and concise guide to studying undergraduate courses in qualitative consumer research and ethnography. The authors present the major qualitative research approaches used in consumer and marketing research as well as practical procedures and theoretical aspects of research design, report presentation etc. In addition to that a weekly study guide, including comprehensive reading lists, completes the book.

About the Author

Paul M.W. Hackett, PhD, Professor of Ethnography, Emerson College, Boston, USA and Visiting Academic, in the Psychology Department at Cambridge University, UK:

Jessica B. Schwarzenbach, PhD, Independent Scholar, Massachusetts, USA:

Uta Maria Jurgens, Doctoral Student, ETH Zurich, Switzerland

"About this title" may belong to another edition of this title.

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