Qualitative Marketing Research; Understanding Consumer Behaviour

$19.99

Download Qualitative Marketing Research; Understanding Consumer Behaviour written by Dominika Maison in PDF format. This book is under the category Marketing and bearing the isbn/isbn13 number 1138607762; 1138607746/9781138607767/ 9781138607743. You may reffer the table below for additional details of the book.

Description

Qualitative Marketing Research; Understanding Consumer Behaviour (PDF) 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; values; needs; and attitudes.

With numerous international case studies; including Unilever; PepsiCo; Nestle; Danone; Aviva and Citibank; the ebook is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research; consumer behaviour and consumer psychology.

 

Additional information

book-author

Dominika Maison

publisher

Routledge; 1st edition

file-type

PDF

pages

246 pages

language

English

asin

B07H4Y7G4C

isbn10

1138607762; 1138607746

isbn13

9781138607767/ 9781138607743

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