Daymon, C., & Holloway, I. (2010). Qualitative methods in public relations and marketing communications (2nd ed.). New York, NY: Routledge. A guide to planning, implementing, and writing research in the applied fields of public relations and marketing.

Denzin, N. K., & Lincoln, Y. S. (Eds.). (2005). Handbook of qualitative research (3rd ed.). Thousand Oaks, CA: Sage. A summary volume on qualitative research.

Garcia, A. C., Standlee, A. I., Bechkoff, J., & Cui, Y. (2009). Ethnographic approaches to the Internet and computer-mediated communication. Journal of Contemporary Ethnography, 38(1), 52–84. DOI: 10.1177/0891241607310839 . A summary and discussion of many aspects of online ethnography.

Krueger, R. A., & Casey, M. A. (2000). Focus groups: A practical guide for applied research (3rd ed.). Thousand Oaks, CA: Sage. Covers the practicalities of planning and running a focus group and analyzing and reporting results.

Lindlof, T. R., & Taylor, B. C. (2002). Qualitative communication research methods (2nd ed.). Thousand Oaks, CA: Sage. Shows with examples how qualitative studies are designed, conducted, and written.

Paunksniene, Z., & Banyte, J. (2013). Methodological issues in online qualitative consumer behavior research. Socialines Technologijos, 3(2), 261–277. Retrieved from http://archive.ism.lt/handle/1/529

Discusses methodological issues related to online qualitative consumer behavior research.

Spradley, J. P. (1979). The ethnographic interview. New York: Holt, Rinehart & Winston. Describes 12 steps for developing an ethno¬graphic study. For a sense of how “readable” such studies can be, see Spradley’s You Owe Yourself a Drunk: Adaptive Strategies of Urban Nomads (1970) and The Cocktail Waitress: Woman’s Work in a Man’s World (1975). See also Spradley’s Participant Observation (1980).