New Solutions in Online Qualitative Research. Trends, methods and tools

      Аннотация: The aim of our book is to provide an insight into the changes in the field of qualitative marketing research, i.e., the continuous growing significance of online methods. In the book, we first present the drivers of change, i.e., the technological trends that have the greatest impact on this process. We also present in detail novel online qualitative research methods that are a response to the technological challenges, as well as tools that are a great help in planning, conducting and analyzing the results of this type of research.

Ключевые слова: marketing research, qualitative research, online research, online focus group, online in-depth interview, netnography, online communities, research forums, mobile ethnography