000			01416cam a22001698i 4500
999			_c59182 _d59182
020			_a9781138607743 (hardback : alk. paper)
020			_a9781138607767 (pbk. : alk. paper)
082	0	0	_a658.83 _bMAI/Q
100	1		_aMaison, Dominika,
245	1	0	_aQualitative marketing research : understanding consumer behaviour
260			_aLondon _bRoutledge _c2019
300			_a237 p.
520			_aThis 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.
650		0	_aMarketing research.
650		0	_aQualitative research.
942			_cBK