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 ...
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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.
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Add this copy of Qualitative Marketing Research: Understanding Consumer to cart. $30.78, very good condition, Sold by ThriftBooks-Reno rated 5.0 out of 5 stars, ships from Reno, NV, UNITED STATES, published 2018 by Routledge.
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Add this copy of Qualitative Marketing Research: Understanding Consumer to cart. $46.01, new condition, Sold by GreatBookPrices rated 4.0 out of 5 stars, ships from Columbia, MD, UNITED STATES, published 2018 by Routledge.
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New. Contains: Illustrations, black & white, Halftones, black & white, Line drawings, black & white, Tables, black & white. Includes: tables, black & white, line drawings, black & white, halftones, black & white, illustrations, black & white. Intended for college/higher education audience. In Stock. 100% Money Back Guarantee. Brand New, Perfect Condition, allow 4-14 business days for standard shipping. To Alaska, Hawaii, U.S. protectorate, P.O. box, and APO/FPO addresses allow 4-28 business days for Standard shipping. No expedited shipping. All orders placed with expedited shipping will be cancelled. Over 3, 000, 000 happy customers.
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New. Print on demand Contains: Illustrations, black & white, Halftones, black & white, Line drawings, black & white, Tables, black & white. Includes: tables, black & white, line drawings, black & white, halftones, black & white, illustrations, black & white. Intended for college/higher education audience.
