Qualitative Marketing Research - Couverture souple

Maison, Dominika

 
9781041031147: Qualitative Marketing Research
Couverture souple
ISBN 10 : 1041031149 ISBN 13 : 9781041031147
Editeur : Routledge, 2026

Synopsis

This new edition of Qualitative Marketing Research seamlessly integrates theoretical foundations with practical applications in qualitative marketing research, positioning methodologies within the broader landscape of marketing strategy, managerial decision-making, and contemporary consumer psychology.

The book offers an extensive examination of qualitative research approaches, beginning with established techniques like focus group interviews (FGI) and individual in-depth interviews (IDI), before exploring innovative ethnographic methods that reveal authentic consumer motivations, needs, values, and attitudes. Readers will gain profound insights into the psychological underpinnings of consumer behaviour, including cutting-edge understanding of unconscious and automatic cognitive processes that drive purchasing decisions. This thoroughly revised 2nd edition features an expanded chapter dedicated to digital research methodologies, covering online and video-based focus groups, social media analytics, mobile ethnography, and the revolutionary integration of artificial intelligence in consumer research. Distinguished by its practical orientation, the text incorporates diverse international case studies from market-leading organizations including PepsiCo, Unilever, Danone, Nestlé, Aviva, and Citibank, demonstrating how theoretical concepts translate into actionable insights across various industries and cultural contexts.

This definitive work serves as indispensable reading for advanced undergraduate and postgraduate students specializing in marketing research, consumer behaviour, and consumer psychology.

This book offers complementary online resources including comprehensive chapter-by-chapter PowerPoint presentations.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Dominika Maison, PhD, is Full Professor at the University of Warsaw, Head of the Department of Business Psychology and Social Innovations, and a marketing research practitioner.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2026
Langue
anglais
ISBN 10 
1041031149
ISBN 13 
9781041031147
Reliure
Broché
Numéro d'édition
2
Nombre de pages
302
Coordonnées du fabricant
Routledge
https://www.routledge-ny.com/

Stockst?dter Str. 20
Gro?ostheim
Bayern
Allemagne

Autres éditions populaires du même titre

9781041031154: Qualitative Marketing Research: Understanding Consumer Behaviour

Edition présentée

ISBN 10 :  1041031157 ISBN 13 :  9781041031154
Editeur : Routledge, 2026
Couverture rigide