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Qualitative Marketing Research; Understanding Consumer Behaviour

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Download Qualitative Marketing Research; Understanding Consumer Behaviour written by Dominika Maison in PDF format. This book is under the category Marketing and bearing the isbn/isbn13 number 1138607762; 1138607746/9781138607767/ 9781138607743. You may reffer the table below for additional details of the book. We do NOT provide access codes, we provide eBooks ONLY. Instant access will be granted as soon as you complete the payment.

SKU: 57f04bb29754 Category: Tags: ,

Specifications

book-author

Dominika Maison

publisher

Routledge; 1st edition

file-type

PDF

pages

246 pages

language

English

asin

B07H4Y7G4C

isbn10

1138607762; 1138607746

isbn13

9781138607767/ 9781138607743


Book Description

The guide, Qualitative Marketing Research: Understanding Consumer Behaviour, which is available in PDF format, is an excellent resource for comprehending the fundamental ideas underlying qualitative marketing research. It provides a presentation of qualitative marketing research within the broader framework of marketing and administrative decisions; consumer psychology; and contemporary knowledge regarding unconscious and automatic processes. We take a look at a variety of qualitative marketing research methods, ranging from the time-honored focus group interview (FGI) and individual in-depth interview (IDI) to more innovative approaches like ethnography and bulletin boards. These qualitative marketing research methods enable market researchers to uncover and comprehend the genuine consumer motivations, values, needs, and attitudes.

The ebook takes a distinctively practical approach, and it does so by covering a number of worldwide case studies. Some of the companies that are featured in these case studies are Unilever, PepsiCo, Nestle, Danone, Aviva, and Citibank. It should be required reading for students at the higher undergraduate and postgraduate levels of marketing research, as well as for students studying consumer behavior and consumer psychology.

book-author

Dominika Maison

publisher

Routledge; 1st edition

file-type

PDF

pages

246 pages

language

English

asin

B07H4Y7G4C

isbn10

1138607762; 1138607746

isbn13

9781138607767/ 9781138607743

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