Qualitative Marketing Research

Released on by Dominika Maison
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  • Qualitative Marketing Research Book Detail

  • Author : Dominika Maison
  • Release Date : 2018-09-24
  • Publisher : Routledge
  • Genre : Business & Economics
  • Pages : 516
  • ISBN 13 : 0429883382
  • File Size : 94,94 MB
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Qualitative Marketing Research by Dominika Maison PDF Summary

Book 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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