This guide investigates the application of qualitative research methods within consumer psychology. The authors, Jessica Schwarzenbach, Paul M. W. Hackett, and Uta Maria Jürgens, draw on their expertise to present a comprehensive overview of approaches used in consumer and marketing research. The book details practical procedures and theoretical considerations for research design and report presentation, aiming to equip undergraduate students with the necessary knowledge for their studies. It includes a structured weekly study guide with extensive reading lists to support learning.

This book is structured as a study guide for undergraduate courses focusing on qualitative consumer research and ethnography. The content covers key methodologies, practical application, and theoretical underpinnings relevant to consumer and marketing research. Its inclusion of a weekly study guide and reading lists suggests it is designed for structured academic learning. The book aims to provide students with a clear and concise resource for understanding and applying qualitative research techniques in the field.