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Moisander J, Valtonen A. Qualitative marketing research: a cultural approach. London: : SAGE 2006. http://ezproxy.lib.le.ac.uk/login?url=https://methods.sagepub.com/book/qualitative-marketing-research-moisander
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Saunders M, Lewis P, Thornhill A. Research methods for business students. 5th ed. Harlow: : Financial Times Prentice Hall 2009. http://le.alma.exlibrisgroup.com/view/action/uresolver.do?operation=resolveService&package_service_id=4769953540002746&institutionId=2746&customerId=2745
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Belk RW, Fischer E, Kozinets RV. Qualitative consumer & marketing research Chapter 1 and 2. London: : SAGE 2013.
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Ivana Markova, ,  Per Linell, , and  Michele Grossen. Dialogue in Focus Groups : Exploring Socially Shared Knowledge Chapter 1,2 and 5. Equinox Publishing Ltd 2007. https://ebookcentral-proquest-com.ezproxy3.lib.le.ac.uk/lib/leicester/reader.action?docID=411053&ppg=16
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Morgan DL. Reconsidering the Role of Interaction in Analyzing and Reporting Focus Groups. Qualitative Health Research 2010;20:718–22. doi:10.1177/1049732310364627
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Abhay Kumar Singh. Projective Techniques in Consumer Research. https://www.academia.edu/12018725/Projective_Techniques_in_Consumer_Research?auto=download
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Hammersley M, Atkinson P. Ethnography: principles in practice. 3rd ed. London: : Routledge 2007. http://ezproxy.lib.le.ac.uk/login?url=http://www.myilibrary.com?id=91787
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Karra N, Phillips N. Researching "Back Home”. Organizational Research Methods 2008;11:541–61. doi:10.1177/1094428106295496
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Cunliffe AL. Retelling Tales of the Field. Organizational Research Methods 2010;13:224–39. doi:10.1177/1094428109340041
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Noy, Chaim1 chaimnoy@mscc.huji.ac.il. Sampling Knowledge: The Hermeneutics of Snowball Sampling in Qualitative Research. International Journal of Social Research Methodology 2008;11:327–44. doi:10.1080/13645570701401305
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Brewis, Joanna1. The Ethics of Researching Friends: On Convenience Sampling in Qualitative Management and Organization Studies. British Journal of Management 2014;25:849–62. doi:10.1111/1467-8551.12064
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Bryman A, Bell E. Business research methods Chapter 18. 4th edition. Oxford: : Oxford University Press 2015.
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Pink S. Doing visual ethnography: images, media and representation in research. 2nd ed. London: : SAGE 2007.
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Kusenbach M. Street Phenomenology. Ethnography 2003;4:455–85. doi:10.1177/146613810343007
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Deborah D. Heisley and Sidney J. Levy. Journal of Consumer Research. 1991;18:257–72.http://www.jstor.org.ezproxy3.lib.le.ac.uk/stable/2489338