Qualitative Marketing Research PDF
By:Dominika Maison
Published on 2018-09-24 by Routledge
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.
This Book was ranked at 26 by Google Books for keyword Consumer Behaviour.
Book ID of Qualitative Marketing Research's Books is TGNwDwAAQBAJ, Book which was written byDominika Maisonhave ETAG "OBfeDS1M77k"
Book which was published by Routledge since 2018-09-24 have ISBNs, ISBN 13 Code is 9780429883385 and ISBN 10 Code is 0429883382
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Book which have "238 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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Download Qualitative Marketing Research PDF
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