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Eric J. Arnould & Amber Epp

In: The Handbook of Marketing Research: Uses, Misuses, and Future Advances

Chapter 4: Deep Engagement with Consumer Experience: Listening and Learning with Qualitative Data

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Deep Engagement with Consumer Experience: Listening and Learning with Qualitative Data
Deep engagement with consumer experience: Listening and learning with qualitative data

The exhortation to get close to customers, to listen to their voices, and to learn from their experiences is well served through the judicious application of research methods employing qualitative data. If what top management wants is deep engagement and depth of consumer understanding, then research methods generating qualitative data provide the tool kit of choice. Box 4.1 provided by JCPenney below captures the potential of such methods.

Sherry and Kozinets (2001) argue that research employing qualitative data comprises the largest growth segment of inquiries into consumer behavior worldwide (Cantar Group, 1995). The emergence of practitioner-oriented journals, such as Quirk's Marketing Research Review, QRCA Views, ...

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