Qualitative Marketing Research Qualitative Marketing Research

Qualitative Marketing Research

Understanding Consumer Behaviour

    • USD 48.99
    • USD 48.99

Descripción editorial

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.

GÉNERO
Negocios y finanzas personales
PUBLICADO
2018
24 de septiembre
IDIOMA
EN
Inglés
EXTENSIÓN
246
Páginas
EDITORIAL
Taylor & Francis
VENDEDOR
Taylor & Francis Group
TAMAÑO
5.8
MB

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