Qualitative Marketing Research: Understanding Consumer Behaviour
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...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Milton
Routledge
2018
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| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | 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 |
| Beschreibung: | Good moderation: a skill or a gift? |
| Beschreibung: | 1 online resource (247 pages) |
| ISBN: | 9780429883392 0429883390 9780429883385 0429883382 9780429883378 0429883374 9780429467028 0429467028 |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.83 |
| dewey-search | 658.83 |
| dewey-sort | 3658.83 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:58:07Z |
| indexdate | 2024-07-10T09:00:01Z |
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| isbn | 9780429883392 0429883390 9780429883385 0429883382 9780429883378 0429883374 9780429467028 0429467028 |
| language | English |
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| spelling | Maison, Dominika Verfasser aut Qualitative Marketing Research Understanding Consumer Behaviour Milton Routledge 2018 1 online resource (247 pages) txt rdacontent c rdamedia cr rdacarrier Good moderation: a skill or a gift? 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 Marketing research Qualitative research https://www.taylorfrancis.com/books/9780429467028 Verlag URL des Erstveroeffentlichers Volltext |
| spellingShingle | Maison, Dominika Qualitative Marketing Research Understanding Consumer Behaviour Marketing research Qualitative research |
| title | Qualitative Marketing Research Understanding Consumer Behaviour |
| title_auth | Qualitative Marketing Research Understanding Consumer Behaviour |
| title_exact_search | Qualitative Marketing Research Understanding Consumer Behaviour |
| title_exact_search_txtP | Qualitative Marketing Research Understanding Consumer Behaviour |
| title_full | Qualitative Marketing Research Understanding Consumer Behaviour |
| title_fullStr | Qualitative Marketing Research Understanding Consumer Behaviour |
| title_full_unstemmed | Qualitative Marketing Research Understanding Consumer Behaviour |
| title_short | Qualitative Marketing Research |
| title_sort | qualitative marketing research understanding consumer behaviour |
| title_sub | Understanding Consumer Behaviour |
| topic | Marketing research Qualitative research |
| topic_facet | Marketing research Qualitative research |
| url | https://www.taylorfrancis.com/books/9780429467028 |
| work_keys_str_mv | AT maisondominika qualitativemarketingresearchunderstandingconsumerbehaviour |