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Qualitative Consumer and Marketing Research (The Asian Perspectives and Practices) by Nuttavuthisit, Krittinee is a scholarly article available to read on EtoBox.

What is Qualitative Consumer and Marketing Research (The Asian Perspectives and Practices) about?

This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis an

Author

Nuttavuthisit, Krittinee

Publisher

Springer Singapore : Imprint: Springer

Published

2019

Language

EN

ISBN

9789811361418