Qualitative Marketing Research - Couverture souple

Maison, Dominika

Couverture souple

ISBN 10 : 1138607762 ISBN 13 : 9781138607767

Editeur : Routledge, 2018

Synopsis

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.

A propos du livre

À propos de l'auteur

Dominika Maison is owner of Maison&Partners, a market research company specializing in strategic marketing research, and Dean of the Faculty of Psychology, University of Warsaw, Poland. She was the President of The Polish Society for Opinion and Marketing Research (PTBRiO) between 2003 and 2008, and from 2012 to 2016 was a European Society for Opinion and Marketing Research (ESOMAR) representative for Poland - the largest international organization dealing with opinion and marketing research. She has also authored numerous articles and books.

Détails de l'édition

• Éditeur: Routledge
• Date d'édition: 2018
• Langue: anglais
• ISBN 10: 1138607762
• ISBN 13: 9781138607767
• Reliure: Broché
• Nombre de pages: 246
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible