Can I read Qualitative Marketing Research : Understanding Consumer Behaviour on EtoBox?

Qualitative Marketing Research : Understanding Consumer Behaviour by Maison, Dominika is a nonfiction available to read on EtoBox.

What is Qualitative Marketing Research : Understanding Consumer Behaviour about?

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."

Who reads Qualitative Marketing Research : Understanding Consumer Behaviour?

Author

Maison, Dominika

Publisher

Routledge

Published

2019

Language

EN

ISBN

9780429467028

Category

nonfiction

Subjects

Marketing, Business, Management