Buch, Englisch, 246 Seiten, Format (B × H): 178 mm x 254 mm, Gewicht: 649 g
Understanding Consumer Behaviour
Buch, Englisch, 246 Seiten, Format (B × H): 178 mm x 254 mm, Gewicht: 649 g
ISBN: 978-1-138-60774-3
Verlag: Taylor & Francis
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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Weitere Infos & Material
Chapter 1. Why do we need qualitative research methods – the role of research in marketing Chapter 2. From consciousness to unconsciousness – Evolution in understanding consumers and its consequences for qualitative marketing research Chapter 3. Qualitative methods – a range of tools for the marketing researcher Chapter 4. Projective and enabling techniques – a way to go beyond declarations Chapter 5. Step 1 – Defining the research questions and research schemata Chapter 6. Step 2 – Discussion guide – the art of asking the right question Chapter 7. Step 3 – Conducting an interview – the difference between a good and bad moderator Chapter 8. Step 4 – Analysing and interpreting qualitative data Chapter 9. Concluding chapter – future developments in the qualitative research