Designed for students, scholars, and marketing research practitioners, this book is designed to take readers through the basics to an advanced understanding in qualitative marketing and consumer research

pt. I. The business, science, and nature of choice. The business of choice -- The ever-advancing science of choice -- The natural history of choice -- pt. II. Getting practical today. Shortcuts versus analysis - ignoring is decisional bliss -- Getting familiar -- Thanks for sharing (whether you...

The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed...