Qualitative Marketing Research: Understanding Consumer Behaviour
Autor Dominika Maisonen Limba Engleză Paperback – 15 oct 2018
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.
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Specificații
ISBN-13: 9781138607767
ISBN-10: 1138607762
Pagini: 246
Ilustrații: 12 Line drawings, black and white; 41 Halftones, black and white; 28 Tables, black and white; 53 Illustrations, black and white
Dimensiuni: 174 x 246 x 17 mm
Greutate: 0.47 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
ISBN-10: 1138607762
Pagini: 246
Ilustrații: 12 Line drawings, black and white; 41 Halftones, black and white; 28 Tables, black and white; 53 Illustrations, black and white
Dimensiuni: 174 x 246 x 17 mm
Greutate: 0.47 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
Public țintă
Postgraduate and UndergraduateCuprins
Chapter 1. Why do we need qualitative research methods – the role of research in marketing Chapter 2. From consciousness to unconsciousness – Evolution in understanding consumers and its consequences for qualitative marketing research Chapter 3. Qualitative methods – a range of tools for the marketing researcher Chapter 4. Projective and enabling techniques – a way to go beyond declarations Chapter 5. Step 1 – Defining the research questions and research schemata Chapter 6. Step 2 – Discussion guide – the art of asking the right question Chapter 7. Step 3 – Conducting an interview – the difference between a good and bad moderator Chapter 8. Step 4 – Analysing and interpreting qualitative data Chapter 9. Concluding chapter – future developments in the qualitative research
Notă biografică
Dominika Maison is owner of Maison&Partners, a market research company specializing in strategic marketing research, and Dean of the Faculty of Psychology, University of Warsaw, Poland. She was the President of The Polish Society for Opinion and Marketing Research (PTBRiO) between 2003 and 2008, and from 2012 to 2016 was a European Society for Opinion and Marketing Research (ESOMAR) representative for Poland - the largest international organization dealing with opinion and marketing research. She has also authored numerous articles and books.
Descriere
Uniquely practical in its approach, this book is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.