How is qualitative marketing and consumer research conducted today? What is rigorous research in this field? What are the new, cutting edge techniques? Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both timetested and new methods, skills and technologies. With handson exercises that researchers can practice and apply, the book leads readers stepbystep through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others.