While consumer research is founded on traditional quantitative approaches, the insight produced through qualitative research methods within consumer settings ha

This book provides students with a clear and concise guide to studying undergraduate courses in qualitative consumer research and ethnography. The authors prese

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader contex

What impact can various research methods have on consumer psychology? How can they help us understand the workings of the consumer mind? And how can the field o

Quantitative consumer research has long been the backbone of consumer psychology producing insights with peerless validity and reliability. This new book addres