Qualitative Consumer Research Vol: 14

Naresh K. Malhotra
Georgia Institute of Technology, USA

Russell W. Belk
York University, Canada


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Product Details
Format:
Hardback
ISBN:
9781787144927
Published:
18 Aug 2017
Publisher:
Emerald Publishing Limited
Dimensions:
296 pages - 152 x 229mm
Series:
Review of Marketing Research
In 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.
1.A New Bridge from Text to Mind: Cognitive Literary Approaches to Advertising 2.Exploring the Country of Origin Effect: A Qualitative Analysis of Turkish Consumption Practices 3.The Influence of Bad Credit on Consumers’ Identities 4.Showrooming and the Small Retailer 5.Subalterns Approach to Chain Supermarketization: Modern Grocery Retailers vs Independent Small Grocers 6.Customer Experience Research with Mobile Ethnography: A Case Study of the Alpine Destination Serfaus-Fiss-Ladis 7.Alleviating Survivor Loneliness: The Value of Expressive Gift Systems in Peer-To-Peer Online Patient Survivor Networks 8.Price: Meanings and Significance 9.Convenience Orientation in the 21st Century: Qualitative Insights from Interviews with Consumers and Marketing Professionals 10.Being Present: Toward a Better Understanding of Customer Experiences 11.Purse Parties: A Phenomenology of In-Home Counterfeit Luxury Events
Focusing on qualitative and conceptual consumer research, business scholars present an eclectic mix of methodological concerns and substantive issues. Among their topics are exploring the country of origin effect: a qualitative analysis of Turkish consumption practices, the influence of bad credit on consumers' identities, the subalterns approach to chain supermarketization: modern grocery retailers versus independent small grocers, alleviating survivor loneliness: the value of expressive gift systems in peer-to-peer online patient survivor networks, and convenience orientation in the 21st century: qualitative insights from interviews with consumers and marketing professionals.

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