Table of Contents

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

About the Author

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, USA
Uta Maria Jürgens is a Doctoral Student, ETH Zürich, Switzerland.