Qualitative Consumer and Marketing Research

′From the epicentre of academic qualitative research within business schools, the advice of this seasoned Schulich team will help students and managers sharpen workbench skills and attain deeper insights in the quest to understand and influence consumers worldwide′ -
John F. Sherry
Professor of Marketing, University of Notre Dame

′Qualitative Consumer and Marketing Research is an accessible, conceptually substantial and practical guide to qualitative research. Written by eminent qualitative researchers from one of the world’s leading school’s of Consumer Culture Theory, the book provide a substantial introduction to all elements of the research process, including design, analysis and presentation. A particular strength of the book is the advice that it gives on getting your qualitative research noticed, accepted and published′ -
Andrea Davies
Senior Lecturer in Marketing, University of Leicester

′Written by three leading experts in the field of qualitative research, this book fills in a long-existing gap in the qualitative consumer and marketing research literature. It is very insightful, well structured, rich on practical applications, and written in an easy-to-read style. It successfully integrates established and innovative approaches for capturing, processing and presenting data. This is an excellent book appealing to a wide audience of readers′ -
Elena Millan
Lecturer in Consumer Research and Marketing, University of Reading

I am delighted by recent publications of books that serve as indispensable guidline for students and researchers to conduct solid research at undergraduade and postgraduate level. it appears that students in their final year projects prefer quantative approaches in an attempt to keep the research design simple and straight forward. Therefore, Belk′s advocacy for qualitative studies in marketing research is most welcome and may help encourage students to espouse this approach. -- Christian Schnee * drupal *
The book provides a useful, hands-on, introduction to qualitative market research. It highlights useful differences between qualitative and quantitative approaches. I say ′introduction′ as the book does not seem to spend enough time identifying types of qualitative research studies. Nevertheless it does address the issues of marketing research from a management perspective which tend to be overlooked in some other works. -- Dr Chahid Fourali * drupal *
I really find this book an inspirational piece of work! As I see it, it fits best for those who are doing their doctoral studies, or even post docs. However, the data gathering methods, as well as sections dealing with analysis are suitable also for undergraduates. Furthermore, I considered the tips in research formulation and publishing very helpful. -- Dr Henna Jyrinki * drupal *
Very easy to read - Course is for undergrads, who will be studying methods for applied more than academic research. This gives a solid theoretical framework along with practical advice on methodology and reporting for managerial purposes. -- Dr Karen Hood * drupal *
The book is excellent and very much needed. It will be used and a supplement to the classes. Students will opt to buy it or not. -- Mr Bernardo Figueiredo * drupal *
Recormended for the students that is working with Qualitative Research in their Master Thesis.
A very welll written and usefull book -- Mr Erik Sloth * drupal *
Good text, written well for students from an international background -- Mr Martin Haley * drupal *
Belk, Fischer & Kozinets provide a succinct & contemporary introduction to qualitative marketing research methods for undergrads. The text is an excellent supplement to standard (primarily quantitative) MR texts. -- Mr Rick Jonsen * drupal *
This books helps to introduce students to qualitative marketing research in a wonderful way. Chapters are written in a nearly dialogic way. This motivates students to dive into the discussion. Furthermore, examples are very helpful by illustrating different methods in a hands-on manner. -- Mr Wolfgang Kotowski * drupal *
Useful at an introductory level and contains contemporary examples. -- Ms Jenna Condie * drupal *
As a marketing professor and PhD advisor, I found my students were quite often “torn” between the two research approaches – qualitative and quantitative. Coming from an Eastern European country, Romania, striving to get more visibility, I felt even more the need to find that equilibrium between these two types of researches and researchers, at the same time. Not to mention that some research methods – as ethnographic interviews and netnography – are sometimes disregarded by marketers. Reading the book, one can found important answers for important questions:
- why qualitative and quantitative research methods are complements in understanding real world
- why people need to learn doing good qualitative research, since being contextualized shouldn’t mean less accurate and reliable results, and since qualitative research is not at all “easier” or “less scientific” than quantitative research
- why how qualitative research results could and should be published in top journals.
I’ve been looking for such a book for a long time: a book that places qualitative marketing research where it belongs, in industry and the academe. A book that sets things in order, clearly organizing them from an epistemological point of view. A book that opens doors to further readings and new insights, that tells you where else to look, but not necessarily how to do it or what you have to see; a book that encourages people to find out more and become better at doing good qualitative research in order to find answers for relevant research questions.
-- Professor Adriana ZAIT * drupal *
Excellent coverage of the entire area of QCR. -- Professor Paul Hackett * drupal *
This book has clear potential to become a new standard in qualitative consumer research. -- Professor Ralf Wagner * drupal *
Excellent addition to a reading list for my dissertation students - both undergraduate and post graduate. -- Sally Laurie * drupal *