Do you want to understand and apply qualitative research methods in a digital context? This book will help you navigate the complexities of digital access and fluency, ensuring a broad lens on research methodologies. From step-by-step guides to innovative frameworks, each chapter is crafted to give you the confidence to carry out cutting-edge qualitative research. This book will provide you with - The knowledge you need to advance your qualitative research understanding across all disciplines. - A practical reflection of the application of relevant research methodologies. - An overview of research ideas, cases, and examples. With a wealth of exercises and examples, this book will become a reference point for qualitative research in the digital context by adopting a case-in-point approach for students across all social science disciplines. Emmanuel Mogaji is an Associate Professor in Marketing at Keele University, UK. Varsha Jain, Ph.
D., is a globally renowned professor of integrated marketing communications and AG Krishnamurthy, chair professor of marketing and co-chairperson of research at MICA (India). Himani Sharma is a Research Fellow under Fellowship Programme in Management (FPM) at MICA, India.