Qualitative Research Methods in Consumer Psychology (eBook, ePUB)

Ethnography and Culture
Redaktion: Hackett, Paul

• Format: ePub

Produktbeschreibung

While consumer research is founded on traditional quantitative approaches, the insight produced through qualitative research methods within consumer settings has not gone unnoticed. The culturally situated consumer, who is in intimate dialogue with their physical, virtual and social surroundings, has become integral to understanding the psychology behind consumer choices. This volume presents readers with theoretical and applied approaches to using qualitative research methods in ethnographic studies looking at consumer behavior. It brings together an international group of leading scholars in the field of consumer research, with educational and professional backgrounds in marketing, advertising, business, education, therapy and health. Researchers, teaching faculty, and students in the field of consumer and social psychology will benefit from the applied examples of qualitative and ethnographic consumer research this volume presents.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 352
• Erscheinungstermin: 20. August 2015
• Englisch
• ISBN-13: 9781317690276
• Artikelnr.: 43679814

Autorenporträt

Paul M.W. Hackett is a Professor of Ethnography and Consumer Behavior at Emerson College, USA and a visiting academic in the Philosophy Department at the University of Oxford, UK. His books include Facet Theory and the Mapping Sentence: Evolving Philosophy, Use and Application, Fine Art and Perceptual Neuroscience: Field of Vision and the Painted Grid, and Conservation and the Consumer: Understanding Environmental Concern. His research and writing has appeared in Psychometrika; International Review of Retail, Distribution, and Consumer Research; Environment and Behavior; the British Journal of Management; Multivariate Behavior Research; and other prestigious journals. He is a Chartered Psychologist in the UK.

Inhaltsangabe

Introduction: What is Consumer Ethnography: The 'Big E' and 'Little e' in
Consumer Research? Paul M.W. Hackett & Roxana Maiorescu 1. Integrating
Ethnographic Consumer Research Using Facet Theory and the Mapping Sentence.
Paul M.W. Hackett 2. Ethics in Qualitative Consumer Research. Grant C.
Aguirre and Michael R. Hyman 3. Recruitment and Sampling in Consumer
Research. Kathryn Roulston and Briana Martinez 4. Ethnographic Caveats.
Paul M. W. Hackett & Jessica B. Schwarzenbach 5. Inference and Hypothesis
in Ethnographic Studies. James L. Everett & Kim Johnston 6. Ethnography 1:
Re-visioning Teenage Pregnancy Using Participant Observation: Life in the
Happy Hut. Gabrielle Brand and Paul Morrison 7. Ethnography 2: Field
Observations, Questionnaires and Focus Group Interviews at a Water Park.
Paul M.W. Hackett & Erin Koval 8. Autoethnography in Consumer Research.
Chris Hackley 9. Focus Group Interviews. Deborah Potts 10. Using
Projectives to Uncover "Aha moments" in Qualitative Research. Steve Kalter
11. In-Depth Interviews. Carole Schmidt 12. The Dynamics of Ethnographic
In-depth Interviewing. Bonita M. Kolb 13. Action Research: The Bindjareb
Yorgas Health Program. Caroline Nilson, Paul Morrison and Cathy Fetherston
14. Ethnographic Research into the Consumer Environment: The Environment of
Luxury Goods as a Space to Fight For. Antonella Fabri and Paul M.W. Hackett
15. Researching Virtual and Real World Possessions, Artifacts, and
Archives. Russell Belk 6. Visual and Sensory Ethnography. Sarah Pink,
Kerstin Leder-Mackley and Paul M.W. Hackett 17. Ethnography: Textual
Methodology. Anthony Lowrie 18. Netnography: Possibilities and
Resourcefulness Cecilia Lewis Kausel & Paul M.W. Hackett 9. Neuroscience
Research Approaches: Developing an Ethnography of Non-conscious Consumer
Behaviour. Peter Steidl & Stephen J. Genco 20. Software in Consumer
Ethnography. Eli Lieber 21. Consumer Heterophenomenology. Gordon R. Foxall