Qualitative Consumer and Marketing Research: The Asian Perspectives and Practices

$15.99

Qualitative Consumer and Marketing Research: The Asian Perspectives and Practices
Authors: Krittinee Nuttavuthisit
Year: 2019
Publisher: Springer Singapore
Language: english
ISBN 13: 9789811361425
ISBN 10: 9811361428
Categories: Business and Economics, Sales and Marketing
Pages: 60
Edition: 1st ed.

Availability: 5000 in stock

SKU: 9789811361425 Categories: ,

Qualitative Consumer and Marketing Research: The Asian Perspectives and Practices Krittinee Nuttavuthisit
This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies. Categories:
Business & Economics – Sales & Marketing
Year:
2019
Edition:
1st ed.
Publisher:
Springer Singapore
Language:
english
Pages:
316
ISBN 10:
9811361428
ISBN 13:
9789811361425
File:
3.08 MB

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Qualitative Consumer and Marketing Research: The Asian Perspectives and Practices
$15.99

Availability: 5000 in stock