Qualitative marketing research : understanding consumer behaviour
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
Item type | Current library | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|
![]() |
Stack | 658.83 MAI/Q (Browse shelf (Opens below)) | Available | 50911 |
Browsing Kannur University Central Library shelves, Shelving location: Stack Close shelf browser (Hides shelf browser)
![]() |
![]() |
![]() |
![]() |
No cover image available No cover image available |
![]() |
![]() |
||
658.83 KOL/M Marketing research : A Concise introduction | 658.83 KUM/E Essentials of marketing research | 658.83 LUC/M Marketing research / | 658.83 MAI/Q Qualitative marketing research : understanding consumer behaviour | 658.83 MAL/M Marketing Research:an Applied Orientation | 658.83 MAL/M Marketing research : | 658.83 MAR Marketing research/ |
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.
There are no comments on this title.