Product Name:
Dominika Maison - économies Recherche marketing qualitative compréhension Consu - J555zFiction/Non-Fiction：Non-Fiction Genre/Subject：BUSINESS ECONOMICS / Marketing / Research Brand：Taylor & Francis Ltd Weight：0.65 Style：NA Title：Qualitative Marketing Research Understanding Consumer Behaviour Release Title：Qualitative Marketing Research Understanding Consumer Behaviour Record Grading：New Sleeve Grading：New Platform：NA Size：NA Film/TV Title：Qualitative Marketing Research Understanding Consumer Behaviou Colour：NA Material：NA Department：NA Binding Type：Hardcover économies
Item Length：254 Main Stone：NA Metal Purity：NA Metal：NA Connectivity：NA Model：NA ISBN：9781138607743 About this Item
The item is a book Hardback
The Author Name is Dominika Maison
The Title is Qualitative Marketing Research : Understanding Consumer Behaviour
Condition New
Other Comments
Edition Number - 0001. Pages Count - 248. Binding type - Hardcover.
Content Language - English
Category - BUSINESS & ECONOMICS / Marketing / Research
BUSINESS & ECONOMICS / Consumer Behavior
BUSINESS & ECONOMICS / Research & Development
Product Description -
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.
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Dominika Maison - économies Recherche marketing qualitative compréhension Consu - J555z
