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 PepsiCo, 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.
Price: 297 AUD
Location: Hillsdale, NSW
End Time: 2024-10-09T00:31:44.000Z
Shipping Cost: 33.64 AUD
Product Images
Item Specifics
Return shipping will be paid by: Buyer
Returns Accepted: Returns Accepted
Item must be returned within: 60 Days
Return policy details:
EAN: 9781138607743
UPC: 9781138607743
ISBN: 9781138607743
MPN: N/A
Book Title: Qualitative Marketing Research: Understanding Cons
Item Length: 25.4 cm
Item Height: 246 mm
Item Width: 174 mm
Author: Dominika Maison
Publication Name: Qualitative Marketing Research: Understanding Consumer Behaviour
Format: Hardcover
Language: English
Publisher: Taylor & Francis Ltd
Subject: Classical Studies, Marketing
Publication Year: 2018
Type: Textbook
Item Weight: 454 g
Number of Pages: 238 Pages
