Consumer Psychology: A Study Guide to Qualitative Research Methods

Paul M.W. Hackett is a professor of Ethnography at Emerson College, Boston, USA and a Visiting Academic at Oxford University, Oxford, UK.Jessica B. Schwarzenbach is an independent Scholar in Massachusetts, USAUta Maria Jürgens is a Doctoral Student, ETH Zürich, Switzerland.

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