Delivery and Resources:
Lectures, seminars and computer laboratories:
- This unit consists of 3 hours face-to-face teaching per session, one 1 hour lecture and one 2 hour seminar or computer laboratory.
- The timetable for classes can be found on the University website at: http://www.timetables.mq.edu.au/
Required and Recommended Texts and/or Materials
- Belk, R. Fischer, E. and Kozinets, R.V. 2013. Qualitative Consumer and Marketing Research. 1st edition, Sage. ISBN: 978-0857027672
Additional Recommended Textbook:
- Mariampolski, H. 2001 Qualitative Market Research. 1st edition, Sage. ISBN: 97807619457
Required Video (students are required to view the following videography)
- Kleppe, I. and Caldwell, M. 2011. Walking the Talk, Talking the Walk: Embodied Health Activism in Developing Nations, in E - European Advances in Consumer Research, Vol. 9, eds. A. Bradshaw, C. Hackley and P. Maclaran, Duluth, MN: Association for Consumer Research, pp. 310-315. Video link: https://vimeo.com/15311998
Additional Recommended Videos:
- Veer, E. 2014. I’m Struggling: Men’s Stories of Mental Illness, in NA - Advances in Consumer Research, Vol. 42, eds. J. Cotte and S. Wood, Duluth, MN: Association for Consumer Research, pp. 758-758. Video link: https://vimeo.com/92599682 Password: ACRBaltimore
- O’Rourke, G. and O’Sullivan, S. R. 2016. Wonders of Waste: The Ideological Diffusion of the Upcycling Movement, in E - European Advances in Consumer Research, Vol. 44, Duluth, MN: Association for Consumer Research. Video link: https://vimeo.com/170595105
Required Journal Articles (students are required to read the following journal articles)
- Caruana, R., Glozer, S. and Eckhardt, G.M., 2019. ‘Alternative Hedonism’: Exploring the Role of Pleasure in Moral Markets. Journal of Business Ethics, pp.1-16.
- Gollnhofer, J.F., Weijo, H.A. and Schouten, J.W., 2019. Consumer Movements and Value Regimes: Fighting Food Waste in Germany by Building Alternative Object Pathways. Journal of Consumer Research. In press.
- Koll, O., Von Wallpach, S. and Kreuzer, M., 2010. Multi‐method research on consumer–brand associations: Comparing free associations, storytelling, and collages. Psychology & Marketing, 27(6), pp.584-602.
- Longo, C., Shankar, A. and Nuttall, P., 2019. “It’s Not Easy Living a Sustainable Lifestyle”: How Greater Knowledge Leads to Dilemmas, Tensions and Paralysis. Journal of Business Ethics, 154(3), pp.759-779.
Additional Recommended Journal Articles:
- Arsel, Z., 2017. Asking questions with reflexive focus: A tutorial on designing and conducting interviews. Journal of Consumer Research, 44(4), pp.939-948.
- Belk, R.W., Caldwell, M., Devinney, T.M., Eckhardt, G.M., Henry, P., Kozinets, R. and Plakoyiannaki, E., 2018. Envisioning consumers: how videography can contribute to marketing knowledge. Journal of Marketing Management, 34(5-6), pp.432-458.
- Humphreys, A. and Carpenter, G.S., 2018. Status games: Market driving through social influence in the US wine industry. Journal of Marketing, 82(5), pp.141-159.
- Kozinets, R.V., 2002. The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), pp.61-72.
- Spiggle, S., 1994. Analysis and interpretation of qualitative data in consumer research. Journal of Consumer Research, 21(3), pp.491-503.
- Thompson, C.J., 1997. Interpreting consumers: A hermeneutical framework for deriving marketing insights from the texts of consumers’ consumption stories. Journal of Marketing Research, 34(4), pp.438-455.
Technology Used and Required:
- Students will need to have access to a personal computer, with access to the Internet and word processor software.
- In laboratories, we will use MS-Word, MS-Excel, NVivo, FocusGroupIt, Adobe Spark Video