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Methodenliteratur

Quantitative Methoden

Folgende allgemeine Methodenliteratur bietet sich für den Einstieg in statistische Methoden, je nach angewandter Software, an. Ideal für erste Auswertungen von Bachelor- und Masterarbeiten sind:

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)

Empfehlenswerte Bücher zu spezifischen statistischen Themen:

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 Methoden

Qualitative Forschungskriterien (z.B. wie man qualitative Forschung beurteilt):

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)

Auswahl der richtigen qualitativen Methode:

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)

Analyse qualitativer Daten:

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 Inhaltsanalyse
in: Handbuch qualitative Forschung in der Psychologie, 601-613, 2010
(Philipp Mayring)

Erhebung qualitativer Daten

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)

Fokusgruppen
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)

Beobachtungen
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)

Netnographie
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)

Einbettung der Forschung in die Theorie, Modellbildung:

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)