Qualitative marketing research: understanding consumer...

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Business & Economics - Sales & Marketing
Qualitative marketing research:...

Qualitative marketing research: understanding consumer behavior

Name: Qualitative marketing research: understanding consumer behavior
ISBN: 9781138607767

Maison, Dominika

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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.

Categorías:

Business & Economics - Sales & Marketing

Año:

2018

Edición:

Editorial:

Routledge;CRC

Idioma:

english

Páginas:

247

ISBN 10: