Qualitative Marketing Research by Johanna Moisander
Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Researchunpacks 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 behavior.-
Constructing Grounded Theory
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Qualitative Methods for Health Research
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Criminological Research
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Methods for Critical Discourse Analysis
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Methods of Critical Discourse Studies
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Using Foucaults Methods
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Researching Life Stories and Family Histories
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Focus Groups in Social Research
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Methods of Critical Discourse Analysis
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Qualitative Research through Case Studies
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Doing Ethnography
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Researching the Visual
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Qualitative Research in Social Work
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Doing Conversation Analysis
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Doing Research in Cultural Studies
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Qualitative Methods in Business Research
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Narratives in Social Science Research
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Using Documents in Social Research
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Qualitative Research in Sociology
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Using Diaries for Social Research
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Gender and Qualitative Methods
"The volume provides an exhaustive study of the subject at hand, written in a very scholarly fashion" -- S. D. Clark
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.
| SKU | Unavailable |
| ISBN 13 | 9781412903813 |
| ISBN 10 | 1412903815 |
| Title | Qualitative Marketing Research |
| Author | Johanna Moisander |
| Series | Introducing Qualitative Methods Series |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | SAGE Publications Inc |
| Year published | 2006-05-18 |
| Number of pages | 240 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |