000			04002nam a2200433Ii 4500
001			9781787144910
003			UtOrBLW
005			20210303084954.0
006			m o d
007			cr un|||||||||
008			170815s2017 enk ob 001 0 eng d
020			_a9781787144910 _q(e-book)
040			_aUtOrBLW _beng _erda _cUtOrBLW
050		4	_aHF5415.32 _b.Q35 2017
072		7	_aKJS _2bicssc
072		7	_aBUS043060 _2bisacsh
080			_a658.8
082	0	4	_a658.8342 _223
245	0	0	_aQualitative consumer research / _cedited by Russell W. Belk.
264		1	_bEmerald Publishing Limited,
300			_a1 online resource (270 pages).
490	1		_aReview of marketing research, _x1548-6435 ; _vv. 14
500			_aIncludes index.
504			_aIncludes bibliographical references.
505	0		_aPrelims -- A new bridge from text to mind: cognitive literary approaches to advertising -- Exploring the country of origin effect: a qualitative analysis of Turkish consumption practices -- The influence of bad credit on consumers' identities -- Showrooming and the small retailer -- Subalterns approach to chain supermarketization: modern grocery retailers versus independent small grocers -- Customer experience research with mobile ethnography: a case study of the alpine destination Serfaus-Fiss-Ladis -- Alleviating survivor loneliness: the value of expressive gift systems in peer-to-peer online patient survivor networks -- Price: meanings and significance -- Convenience orientation in the 21st century: qualitative insights from interviews with consumers and marketing professionals -- Being present: toward a better understanding of customer experiences -- Purse parties: a phenomenology of in-home counterfeit luxury events -- Index -- Previous volume contents.
520			_aIn spite of, and because of, the attention recently paid to big data and the huge amount quantitative data available from online and point of sale transactions, qualitative and conceptual research is in greater demand than ever. Rather than the correlational and superficial view provided from the overflow of numerical data, qualitative and conceptual data help to make sense of what is really going on among consumers. Numerical approaches are a useful first cut at detecting changes in market patterns, but they fail to help understand the underlying and deeper meanings of these data among individual consumers, families, and consumption communities. By gathering data from observation (first hand and automated), depth interviews, projective measures, netnography, videography, qualitative marketing and consumer research help put flesh on the bones of often sterile quantitative data. This volume provides a good illustration of the sorts of insights that qualitative and conceptual analysis can provide. Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, how skiers consume a ski resort, and how small retailers can combat the practice of showrooming by consumers comparing online prices with mobile devices to the nature of consumer presence, rethinking the meanings of prices, and buying counterfeit luxuries with friends. These and other practices provide eye-opening insights of their own. But they also spark the imagination by demonstrating what qualitative research can do and why it is an increasingly popular set of techniques.
588	0		_aPrint version record
650		0	_aConsumers _xResearch.
650		0	_aMarketing.
650		7	_aBusiness & Economics _xMarketing _xResearch. _2bisacsh
650		7	_aSales & marketing. _2bicssc
700	1		_aBelk, Russell W., _eeditor.
776			_z9781787144927
856	4	0	_uhttps://www.emerald.com/insight/publication/doi/10.1108/S1548-6435201714
999			_c30303 _d30303