Qualitative marketing research : understanding consumer behaviour (Record no. 59182)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01416cam a22001698i 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781138607743 (hardback : alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781138607767 (pbk. : alk. paper) |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.83 |
| Item number | MAI/Q |
| 100 1# - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Maison, Dominika, |
| 245 10 - TITLE STATEMENT | |
| Title | Qualitative marketing research : understanding consumer behaviour |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | London |
| Name of publisher | Routledge |
| Year of publication | 2019 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | 237 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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.<br/><br/>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.<br/><br/> |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing research. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Qualitative research. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | BK |
| 952 ## - LOCATION AND ITEM INFORMATION (KOHA) | |
| Withdrawn status | |
| Lost status | |
| Damaged status | |
| Home library | Shelving location | Date acquired | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|
| Kannur University Central Library | Stack | 03/08/2020 | 658.83 MAI/Q | 50911 | BK |