Consumer Research Methods
James Fitchett editor Andrea Davies editor
Format:Set / collection
Publisher:Sage Publications Ltd
Published:15th Apr '13
Currently unavailable, and unfortunately no date known when it will be back
Ever since its conception some 40 years ago, consumer research has been the channel through which innovations in social science, social and cultural theory and the arts have entered the marketing discipline. With each transformation and interjection of new ideas, discourses and approaches, consumer research has also translated a whole tradition and variety of method into marketing theory and research practice.
This collection offers a comprehensive and illuminating overview of the main methods used in consumer research and outlines the main theoretical, conceptual and historical debates that are relevant to the area. It highlights the full range of methodological considerations, from questionnaire design through to analyzing qualitative data, as well as discussing the progression and development of the field from its initial conception as a relatively coherent and unified sub-discipline through to the diverse community of methods today.
ISBN: 9781446208502
Dimensions: unknown
Weight: 3220g
1680 pages