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Routledge Qualitative Marketing Research: Understanding Consumer Behaviour

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£200.00 £172.17 £178.24 £184.31 £190.39 £196.46 £202.53 26 July 2026 12 August 2026 29 August 2026 15 September 2026 03 October 2026
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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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No barcode data available

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