This book provides students with a clear and concise guide to studying undergraduate courses in qualitative consumer research and ethnography. The authors present the major qualitative research approaches used in consumer and marketing research as well as practical procedures and theoretical aspects of research design, report presentation etc.

Preface Section 1 Planning the Research * What are Qualitative Consumer Research and Consumer Ethnography? * Using a Mapping Sentence to Manage a Consumer Research Project * Research Ethics Section 2 Approaches to Consumer Ethnography and Qualitative Consumer Research* Projective Techniques * Focus Groups * In-Depth Interviews * Netnography * Visual Ethnography * Artefact * Archives* Journals * Autoethnography Section 3 Practical Procedures * Projective Techniques * Focus Groups * In-Depth Interviews * Netnography * Ethnography * Visual Ethnography * Artefact * Archives * Journals * Autoethnography Section 4 Reporting the Results * Bringing Together the Data and Producing the Report/Presentation * Research Report * Research Presentation Section 5 Course Assessment * Assignments * Team Research Project * Research Articles Evaluation and Research Project Design Presentation * Vignette * Individual Poster Presentation * Course Schedule, Course Materials Index