Qualitative Consumer and Marketing Research 1st Edition

This is one of the best qualitative research books that I have read. It really goes straight to the point in every topic that it covers. Great for teaching undergrads and also master and doctoral students in the beggining of the process.

There are better books to buy. It was painful to try and read this book for school.

A recent rash of books about the conduct of qualitative market research falls into two categories: extended stories about applied practice or extended ruminations about the epistemology and ontology of qualitative research. Usually there is a bit of how-to about data collection as well. Valuable as such books are, and indeed they are valuable especially for more advanced practitioners, we have lacked a truly systematic how to directed to the MSc, MA, MBA level of student. We have lacked a comprehensive text that is both clearly written and written close to the bone with examples and exercises that effectively convey both the explicit how-to knowledge and the more implicit know-how associated with qualitative research practice. Well, this is it. The authors go through the process in a very step-by-step fashion, but draw extensively and gracefully from their extensive personal history of involvement with qualitative consumer and market research. This book will be of immense value to the student floundering for how to proceed at any step along the way. While the authors academic orientation predominates, do not make the mistake of thinking this book has nothing to teach the practicing corporate or commercial anthropologist or ethnographic consulting firm. It absolutely does. Thus, I strongly recommend that this become the text of art for all those teaching and training qualitative research methods in consumer and market research.Qualitative Consumer and Marketing ResearchEric Arnould, Professor of Consumer Marketing, University of Bath and Visiting Professor of Marketing, Southern Denmark University