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Qualitative Methods for Consumer Research

Autor Thomas Bjorner
en Limba Engleză Paperback – 11 ian 2015
"Qualitative Methods for Consumer Research" presents a range of essential topics for validly and reliably using qualitative methods, with a focus on consumer research. Consumer research should not be understood in a narrow marketing context, but more broadly to include time consumption, societal questions, and potential consumers (e.g. within product innovation/development). It provides guidelines on how to properly conduct interviews, make observations, and use document data. Furthermore, it outlines specific procedures for analyzing textual, visual, and electronic information.
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Specificații

ISBN-13: 9788741258539
ISBN-10: 8741258533
Pagini: 272
Dimensiuni: 170 x 244 x 23 mm
Greutate: 0.54 kg
Editura: Gyldendal Akademisk