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(Ebook) Qualitative marketing research: understanding consumer behavior by Maison, Dominika ISBN 9780429467028, 9780429883385, 9780429883392, 9781138607743, 9781138607767, 0429467028, 0429883382, 0429883390, 1138607746

  • SKU: EBN-10506342
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5.0

11 reviews
Instant download (eBook) Qualitative marketing research: understanding consumer behavior after payment.
Authors:Maison, Dominika
Pages:247 pages.
Year:2018
Editon:1
Publisher:Routledge;CRC
Language:english
File Size:3.97 MB
Format:pdf
ISBNS:9780429467028, 9780429883385, 9780429883392, 9781138607743, 9781138607767, 0429467028, 0429883382, 0429883390, 1138607746
Categories: Ebooks

Product desciption

(Ebook) Qualitative marketing research: understanding consumer behavior by Maison, Dominika ISBN 9780429467028, 9780429883385, 9780429883392, 9781138607743, 9781138607767, 0429467028, 0429883382, 0429883390, 1138607746

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.
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