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
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)
