||||"This volume covers theoretical, applied and research approaches to the study of ethnography in consumer research and organizational change. No other volume to date is as broad and current in scope and detail." – Timothy Malefyt, Fo
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 resear...
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