Routledge; 1st edition
The guide, Qualitative Marketing Research: Understanding Consumer Behaviour, which is available in PDF format, is an excellent resource for comprehending the fundamental ideas underlying qualitative marketing research. It provides a presentation of qualitative marketing research within the broader framework of marketing and administrative decisions; consumer psychology; and contemporary knowledge regarding unconscious and automatic processes. We take a look at a variety of qualitative marketing research methods, ranging from the time-honored focus group interview (FGI) and individual in-depth interview (IDI) to more innovative approaches like ethnography and bulletin boards. These qualitative marketing research methods enable market researchers to uncover and comprehend the genuine consumer motivations, values, needs, and attitudes.
The ebook takes a distinctively practical approach, and it does so by covering a number of worldwide case studies. Some of the companies that are featured in these case studies are Unilever, PepsiCo, Nestle, Danone, Aviva, and Citibank. It should be required reading for students at the higher undergraduate and postgraduate levels of marketing research, as well as for students studying consumer behavior and consumer psychology.