Binding: Paperback
Description: This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined from the classic focus group interview (FGI) and individual in - depth interview (IDI) to more cutting - edge methods such as ethnography or bulletin boards which enable marketing researchers to discover and understand real consumer motivations needs values and attitudes. With numerous international case studies including Pepsi Co Unilever Danone Nestle Aviva and Citibank the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research consumer behaviour and consumer psychology.
Title: Qualitative Marketing Research Understanding Consumer Behaviour
Author(s): Maison Dominika (University Of Warsaw Poland)
Publisher: Taylor & Francis Ltd
Barcode: 9781138607767
Pages: 246 Pages, 28 Tables, Black And White; 12 Line Drawings, Black And White; 41 Halftones, Black And Wh
Publication Date: 10/15/2018
Category: Market Research