Consumer Research Methods - Couverture rigide

Couverture rigide

ISBN 10 : 1446208508 ISBN 13 : 9781446208502

Editeur : SAGE Publications Ltd, 2013

Synopsis

Ever since its conception some 40 years ago, consumer research has been the channel through which innovations in social science, social and cultural theory and the arts have entered the marketing discipline. With each transformation and interjection of new ideas, discourses and approaches, consumer research has also translated a whole tradition and variety of method into marketing theory and research practice.

This collection offers a comprehensive and illuminating overview of the main methods used in consumer research and outlines the main theoretical, conceptual and historical debates that are relevant to the area. It highlights the full range of methodological considerations, from questionnaire design through to analyzing qualitative data, as well as discussing the progression and development of the field from its initial conception as a relatively coherent and unified sub-discipline through to the diverse community of methods today.

Détails de l'édition

• Éditeur: SAGE Publications Ltd
• Date d'édition: 2013
• Langue: anglais
• ISBN 10: 1446208508
• ISBN 13: 9781446208502
• Reliure: Relié
• Nombre de pages: 1680
• Éditeur: Fitchett James, Davies Andrea
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible