Qualitative Consumer and Marketing Research

Introduction
Getting Started: How to Begin a Qualitative Research Project
Depth Interviews
Ethnography and Observational Methods
Online Observation and Netnography
Data Collection Aids
Approaches to Data Analysis, Interpretation and Theory Building for Scholarly Research
Analysis, Theory and Presentation for Managers
Presenting, Disseminating, and Sharing
Final Thoughts

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• Pesquisa de mercado
• Vendas e gestão do marketing

qualitative research project;depth interviews;ethnographic methods;observational methods;online observation;netnography;data collection aids;data analysis;scholarly research;presenting research