ENGLISH

Qualitative marketing research: understanding consumer behaviour

By Maison , Dominika

Book information

Publisher
Routledge
Year
2019
ISBN
1138607746, 1138607762, 9781138607743, 9781138607767, 9780429467028
Language
english
Format
PDF
Filesize
13 MB (13314206 bytes)
Pages
237\247
Topic
Business Marketing
Time added
2019-04-14 09:00:00
Marketing researchqualitative research

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.

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