Qualitative Research in Marketing and Management

This is a methods book that is easy to use. It includes all the practicalities relevant to the student, even the ones that are usually forgotten (e.g. how to work with the supervisor) – but without ever losing sight of the theoretical and philosophical embeddedness of the research process. Highly recommendable! – Professor Søren Askegaard, Chair of Business and Social Sciences, University of Southern Denmark It is rare to find a qualitative research book that is both user-friendly and sophisticated. Chris Hackley’s book speaks equally well to novices and experts. It covers the basics of how and why to do an interpretative research project and yet introduces advanced topics like introspection, literary analysis, phenomenology and discourse analysis. – Professor Russell Belk, Distinguished Research Professor and Kraft Foods Canada Chair in Marketing at Schulich School of Business, York University, Canada I am delighted that an accessible, comprehensive and engaging text on qualitative research within an interpretative approach has finally been written! It deals with everything a novice researcher needs to know and is an ideal jumping off point for those involved with more advanced studies. I have already recommended it to my undergraduate, masters and doctoral students! – Professor Lisa O’Malley, University of Limerick, Ireland, and Deputy Chair of the Academy of Marketing