Qualitative Marketing Research: A Cultural Approach by Anu Valtonen (English) Ha

Description: Qualitative Marketing Research by Anu Valtonen, Johanna Moisander Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory.The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour. Author Biography Dr. Johanna K. Moisander is Professor of Corporate Communication at Aalto University School of Business, Department of Communication. Her research interests center on cultural and practice-based approaches to management and organization studies and consumer culture theory. At the moment, her empirical research focuses on media convergence and strategic change in the media industry. I received my Ph.D. from the Aalto University School of Economics in 2004. Since 2005, I have acted as a marketing professor at the University of Lapland. Moreover, I have 10 years of business experience within creative knowledge industries. My research interests center, firstly, on cultural and critical approaches to consumption, marketing and tourism. Drawing upon practice-based approaches, anthropology, cultural studies, feminist studies and semiotics, I have explored topics such as body and gender, service work, knowing, sensing, and weather. Secondly, my research interests center on the development of qualitative research methodologies (ethnographies, focus groups, interviews, projective techniques, narratives). My most recent research project investigates sleep as a social practice in the context of tourism, consumer culture and media-intensive economy. The other recent project is concerned with the role of all the senses in the meaning-making processes of consumer culture and business organizations, moving thereby beyond the visual gaze. Table of Contents PART ONE: CULTURAL APPROACH TO MARKETS AND METHODSPART ONE: CULTURAL APPROACH TO MARKETS AND METHODS`Cultural Turn′ in Marketing and Consumer ResearchEvaluating Cultural ResearchPART TWO: CULTURAL DATA AND METHODSEthnographiesCultural Texts and TalkVisual Materials and MethodsPART THREE: ANALYSIS IN CULTURAL RESEARCHInterpretation and Interpretive FrameworksAnalysis in PracticeCriteria for Good Cultural AnalysisPART FOUR: WRITING CULTURAL RESEARCHWriting in Cultural ResearchWriting up Cultural ResearchPART FIVE: DEFENDING YOUR RESEARCH REPORTTheoretical Legacies and Philosophical Questions Review "The volume provides an exhaustive study of the subject at hand, written in a very scholarly fashion." -- S. D. Clark Review Quote "The volume provides an exhaustive study of the subject at hand,written in a very scholarly fashion." Details ISBN1412903807 Author Johanna Moisander Short Title QUALITATIVE MARKETING RESEARCH Pages 240 Language English ISBN-10 1412903807 ISBN-13 9781412903806 Media Book Format Hardcover Year 2006 Subtitle A Cultural Approach DEWEY 658.83 Affiliation University of Lapland Imprint SAGE Publications Inc Place of Publication Thousand Oaks Country of Publication United States DOI 10.1604/9781412903806 UK Release Date 2006-05-11 NZ Release Date 2006-05-11 US Release Date 2006-05-11 Publisher SAGE Publications Inc Series Introducing Qualitative Methods Series Publication Date 2006-05-11 Alternative 9781412903813 Audience Tertiary & Higher Education AU Release Date 2006-05-10 We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:168822317;

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