Qualitative Research Methods in Consumer Psychology Ethnography and Culture [Hardcover]

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 research methods in ethnographic studies looking at consumer behavior. It brings together an international group of leading scholars in the field of consumer research, with educational and professional backgrounds in marketing, advertising, business, education, therapy and health. Researchers, teaching faculty, and students in the field of consumer and social psychology will benefit from the applied examples of qualitative and ethnographic consumer research this volume presents.

Introduction: What is Consumer Ethnography: The Big E and Little e in Consumer Research? Paul M.W. Hackett & Roxana Maiorescu  1. Integrating Ethnographic Consumer Research Using Facet Theory and the Mapping Sentence. Paul M.W. Hackett 2. Ethics in Qualitative Consumer Research. Grant C. Aguirre and Michael R. Hyman  3. Recruitment and Sampling in Consumer Research. Kathryn Roulston and Briana Martinez  4. Ethnographic Caveats. Paul M. W. Hackett & Jessica B. Schwarzenbach  5. Inference and Hypothesis in Ethnographic Studies. James L. Everett & Kim Johnston  6. Ethnography 1: Re-visioning Teenage Pregnancy Using Participant Observation: Life in the Happy Hut. Gabrielle Brand and Paul Morrison  7. Ethnography 2: Field Observations, Questionnaires and Focus Group Interviews at a Water Park. Paul M.W. Hackett