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Qualitative Research Methods in Consumer Psychology - Ethnography and Culture (Paperback)
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Qualitative Research Methods in Consumer Psychology - Ethnography and Culture (Paperback)
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While consumer research is founded on traditional quantitative
approaches, the insight produced through qualitative research
methods within consumer settings has not gone unnoticed. The
culturally situated consumer, who is in intimate dialogue with
their physical, virtual and social surroundings, has become
integral to understanding the psychology behind consumer choices.
This volume presents readers with theoretical and applied
approaches to using qualitative research methods in ethnographic
studies looking at consumer behavior. It brings together an
international group of leading scholars in the field of consumer
research, with educational and professional backgrounds in
marketing, advertising, business, education, therapy and health.
Researchers, teaching faculty, and students in the field of
consumer and social psychology will benefit from the applied
examples of qualitative and ethnographic consumer research this
volume presents.
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