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£174.70

Routledge Qualitative Marketing Research: Understanding Consumer Behaviour

Name: Qualitative Marketing Research: Understanding Consumer Behaviour
Brand: Routledge
Price: 174.7 GBP
Availability: InStock

Market Research

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Description

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.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 1138607746
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Market Research
Domain: Amazon UK
Release Date: 10 October 2018
Listed Since: 13 June 2018

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Routledge Qualitative Marketing Research: Understanding Consumer Behaviour

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