Tags: Marketing

Qualitative Marketing Research: Understanding Consumer Behaviour

  • Publisher: Routledge
  • Year: 2018
  • Valid Till: Undefined
  • pages: 247
  • Delivery: Available
350.00 370.00

Product Summery

This is a perfect guide to understanding the core principles of qualitative marketing res...

Qty

Tab Article

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.

1 REVIEW FOR AUCTOR GRAVIDA ENIM

ADMIN – March 23, 2015

Lorem et placerat vestibulum, metus nisi posuere nisl, in accumsan elit odio quis mi.

ADD A REVIEW

Your Rating