Qualitative Marketing Research; Understanding Consumer Behaviour

Download Qualitative Marketing Research; Understanding Consumer Behaviour written by Dominika Maison in PDF format. This book is under the category Marketing and bearing the isbn/isbn13 number 1138607762; 1138607746/9781138607767/ 9781138607743. You may reffer the table below for additional details of the book.


SKU: 57f04bb29754 Category: Tags: ,



Dominika Maison


Routledge; 1st edition




246 pages






1138607762; 1138607746


9781138607767/ 9781138607743

Book Description

The guide, Qualitative Marketing Research: Understanding Consumer Behaviour, which is available in PDF format, is an excellent resource for comprehending the fundamental ideas underlying qualitative marketing research. It provides a presentation of qualitative marketing research within the broader framework of marketing and administrative decisions; consumer psychology; and contemporary knowledge regarding unconscious and automatic processes. We take a look at a variety of qualitative marketing research methods, ranging from the time-honored focus group interview (FGI) and individual in-depth interview (IDI) to more innovative approaches like ethnography and bulletin boards. These qualitative marketing research methods enable market researchers to uncover and comprehend the genuine consumer motivations, values, needs, and attitudes.

The ebook takes a distinctively practical approach, and it does so by covering a number of worldwide case studies. Some of the companies that are featured in these case studies are Unilever, PepsiCo, Nestle, Danone, Aviva, and Citibank. It should be required reading for students at the higher undergraduate and postgraduate levels of marketing research, as well as for students studying consumer behavior and consumer psychology.


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