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Qualitative Methods for Consumer Research: The Value of the Qualitative Approach in Theory and Practice - Softcover
Synopsis
Qualitative Methods for Consumer Research presents a range of essential topics for validly and reliably using qualitative methods, with a focus on consumer research. Consumer research should not be understood in a narrow marketing context, but more broadly to include time consumption, societal questions, and potential consumers (e.g. within product innovation/development). It provides guidelines on how to properly conduct interviews, make observations, and use document data. Furthermore, it outlines specific procedures for analyzing textual, visual, and electronic information.
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About the Author
Thomas Bjørner has a PhD in Media Sociology from Aalborg University, Denmark. He is currently associate professor at Aalborg University, teaching methodology, media analysis and media sociology.
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