Bog hæftet Qualitative methods for consumer research af Thomas Bjørner Thomas Bjørner Anne Thyssen Vestergaard

Qualitative methods for consumer research


Sprog: Dansk


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Format:pdf.epub.lit.ibooks.mobi.mp3.ogg.txt.rtf.doc
Publikationer: 12/2015
ISBN: 5848594859485
Sider: 241
Dimensioner: 1.9 mb
Læse Online:1002
Hent bøger:1005

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Bog hæftet Qualitative methods for consumer research af Thomas Bjørner Thomas Bjørner Anne Thyssen Vestergaard


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What is this book about?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). This book can be used to set up systematic procedures for an accurate and in-depth understanding and documentation of:Behavioural actsInterpersonal communicationInterpretations opinions perceptions and attitudesWhy and how people can be engaged or immersed in different media and communication contextsWhy and how people use or interact with all kinds of services and products in their everyday lives. Why is it important?Qualitative Methods for Consumer Research provides guidelines on how to properly conduct interviews make observations and use document data. Furthermore it outlines specific procedures for analysing textual visual and electronic information. You will learn:Key concepts in qualitative methodsSystematic procedures for applying qualitative methodsHow to make a good research design (e.g. research question mixed method strategies research approaches and ethical issues)Approaches for data collection (target group analysis sampling techniques probes)How to analyse qualitative data (e.g. coding discourse analysis software programs semiotics)How to report on qualitative findings (validity and reliability)Many examples of how to apply qualitative theory and methods in practice from both university and commercial contexts. Who is this book for?Qualitative Methods for Consumer Research takes a cross-disciplinary perspective and is suitable as a textbook for teaching qualitative methods in many disciplines at both undergraduate and postgraduate levels. It is also appropriate as a reference for professionals working with qualitative methods seeking to enrich the quality of their consumer research.

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