Qualitative Methods for Consumer Research ― The Value of the Qualitative Approach in Theory and Practice

Qualitative Methods for Consumer Research presents a range of essential topics for validly and reliably using qualitative methods, with a focus on consumer research. Consumer research should not be understood in a narrow marketing context, but more broadly to include time consumption, societal questions, and potential consumers (e.g. within product innovation/development). It provides guidelines on how to properly conduct interviews, make observations, and use document data. Furthermore, it outlines specific procedures for analysing textual, visual, and electronic information. Qualitative Methods for Consumer Research takes a cross-disciplinary perspective and is suitable as a textbook for teaching qualitative methods in many disciplines, at both undergraduate and postgraduate levels. It is also appropriate as a reference for professionals working with qualitative methods seeking to enrich the quality of their consumer research.

Thomas Bjorner has a PhD in Media Sociology from Aalborg University, Denmark. He is currently associate professor at Aalborg University, teaching methodology, media analysis and media sociology.