This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia as well as approaches to research with extended viewpoints and case studies on the specific research practices identifying the distinctive characteristics and conditions of the Asian market.ampnbspStarting with an introduction and a rationale for qualitative consumer and marketing research which discuss interpretive research perspectives and key qualitative research traditions underlying the research it then elaborates on research design formulating research directions research questions research methods research validity and reliability as well as research ethics. The book goes on to cover various key datacollection techniques such as interviews focus groups observation and ethnography online observation and netnography and other alternative tools like projective techniques autodriving and diaries. These include design of research setting samples and sampling strategy context time and research procedures from entry to access and completion of the research project with resources planning. In addition the book also addresses data analysis and interpretation as well as presentation dissemination and sharing of research results through both academic and practical courses. Lastly it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies.ampnbsp