Qualitative Methods for Consumer Research

Overview

Qualitative Methods for Consumer Research presents a range of essential topics for validly and reliably using qualitative methods, with a focus on consumer research. Consumer research should not be understood in a narrow marketing context, but more broadly to include time consumption, societal questions, and potential consumers (e.g. within product innovation/development). It provides guidelines on how to properly conduct interviews, make observations, and use document data. Furthermore, it outlines specific procedures for analyzing textual, visual, and electronic information.

Author Biography

Thomas Bjørner has a PhD in Media Sociology from Aalborg University, Denmark. He is currently associate professor at Aalborg University, teaching methodology, media analysis and media sociology.