Qualitative marketing research: understanding consumer behaviour

Qualitative marketing research: understanding consumer behaviour Maison, Dominika

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. Categories:
Business & Economics – Sales & Marketing
Year:
2019
Publisher:
Routledge
Language:
english
Pages:
237 / 247
ISBN 10:
1138607762
ISBN 13:
9781138607767
File:
12.70 MB