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Abstract

Interviews have been a key primary data source for research published in the Journal of Consumer Research. This tutorial aims to walk readers through the design and execution of interview-based empirical research on consumers and consumption.

interviews, research methods, data collection, ethics, qualitative research
© The Author 2017. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved. For permissions, please e-mail: [email protected]
This article is published and distributed under the terms of the Oxford University Press, Standard Journals Publication Model (https://academic.oup.com/journals/pages/open_access/funder_policies/chorus/standard_publication_model)
Issue Section:
Tutorial in Consumer Research
Editor: Darren Dahl,
Darren Dahl
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Eileen Fischer,
Eileen Fischer
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Gita Johar,
Gita Johar
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Vicki Morwitz
Vicki Morwitz
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