Quantitative Methods
Discovering Statistics Using R
Sage, 2012
(Andy Z.F. Field, Jeremy Miles & Zoë Field)
Discovering Statistics Using IBM SPSS Statistics
Sage, 2013
(Andy Z.F. Field)
Practical Data Analysis with JMP
Cary: SAS, 2014
(Robert H. Carver)
Some Recommended Books
Multiple Regression: Testing and Interpreting Interactions
Sage, 1991
(Leona S. Aiken, Stephen G. West & Raymond R. Reno)
Extending the Linear Model with R: Generalized Linear, Mixed Effects and Nonparametric Regression Models
Chapman & Hall, 2006
(Julian J. Faraway)
Multilevel Modeling Using R
Chapman & Hall, 2014
(Holmes Finch, Jocelyn E. Bolin & Ken Kelley)
Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach
Guilford Press, 2018
(Andrew F. Hayes)
Qualitative Methods
Criteria
An Anthropologist Walks into a Bar
in: Harvard Business Review, 2014, 92(3), 80–88
(Christian Madsbjerg & Mikkel B. Rasmussen)
Five Misunderstandings About Case-Study Research
in: Qualitative Inquiry, 2006, 12(2), 219–245
(Bent Flyvbjerg)
Choosing the Appropriate Methodology
Market-oriented Ethnography: Interpretation Building & Marketing Strategy Formulation
in: Journal of Consumer Research, 1994, 31(4), 484–504
(Eric Arnould & Melanie Wallendorf)
The Way You See Is What You Get: Market Research as Modes of Knowledge Production
in: Marketing Management: A Cultural Perspective, 2012, 231–245
(Sofie Møller Bjerrisgaard & Dannie Kjeldgaard)
Interpretive Marketing Research: Using Ethnography in Strategic Market Development
in: Marketing Management: A Cultural Perspective, 2012, 246–260
(Johanna Moisander & Anu Valtonen)
Qualitative Data Analysis
Doing Ethnography
London: Sage, Chapter 13, 2008
(Giampietro Gobo)
Qualitative Consumer & Marketing Research
London: Sage, Chapter 7, 2013
(Russell Belk, Eileen Fischer & Robert V. Kozinets)
Analysis and Interpretation of Qualitative Data in Consumer Research
in: Journal of Consumer Research, 1994, 491–503
(Susan Spiggle)
Doing Ethnography
London: Sage, Chapter 14, 2008
(Giampietro Gobo)
Qualitative Content Analysis
in: Handbook of Qualitative Research in Psychology, 2010, 601–613
(Philipp Mayring)
Qualitative Data Collection
Interviews
Asking Questions with Reflexive Focus: A Tutorial on Designing and Conducting Interviews
in: Journal of Consumer Research, 2017, 44(4), 939–948
(Zeynep Arsel)
Doing Ethnography
London: Sage, Chapter 11, 2008
(Giampietro Gobo)
Qualitative Consumer & Marketing Research
London: Sage, Chapter 3, 2013
(Russell Belk, Eileen Fischer & Robert V. Kozinets)
Focus Groups
Qualitative Consumer & Marketing Research
London: Sage, Chapter 3, 2013
(Russell Belk, Eileen Fischer & Robert V. Kozinets)
Focus Groups: Theory and Practice
Sage Publications, 2014
(David W. Stewart & Prem N. Shamdasani)
Observation
Qualitative Consumer & Marketing Research
London: Sage, Chapter 4, 2013
(Russell Belk, Eileen Fischer & Robert V. Kozinets)
Doing Ethnography
London: Sage, Chapter 7, 2008
(Giampietro Gobo)
Doing Qualitative Research: A Practical Handbook
London: Sage, Chapter 12.3, 2013
(David Silverman)
Netnography
Qualitative Consumer & Marketing Research
London: Sage, Chapter 5, 2013
(Russell Belk, Eileen Fischer & Robert V. Kozinets)
Netnography
in: The International Encyclopedia of Digital Communication and Society, 2015, 1–8
(Robert V. Kozinets)
The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities
in: Journal of Marketing Research, 2002, 39(1), 61–72
(Robert V. Kozinets)
Networks of Desire: How Technology Increases Our Passion to Consume
in: Journal of Consumer Research, 2016, 43(5), 659–682
(Robert Kozinets, Anthony Patterson & Rachel Ashman)
Fieldwork in Social Media: What Would Malinowski Do?
in: Qualitative Communication Research, 2013, 2(4), 434–446
(Annette Markham)
Models
A Tutorial in Consumer Research: Process Theorization in Cultural Consumer Research
in: Journal of Consumer Research, 2016, 43(4), 497–508
(Markus Giesler & Craig J. Thompson)
Qualitative Consumer & Marketing Research
London: Sage, Chapter 8, 2013
(Russell Belk, Eileen Fischer & Robert V. Kozinets)