Qualitative marketing research: understanding consumer behaviour
Type
Book
Authors
ISBN 13
9781138607767
Category
Reference
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Publication Year
2019
Publisher
Routledge, United States
Pages
vii, 237 p.: ill.
Subject
1. Marketing research. 2. Research--Qualitative. 3. Consumer behavior
Tags
Abstract
This book is a perfect guide to understanding 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.
Description
Contents:
Introduction
1 Why we need qualitative research methods: the role of research in marketing
2 From consciousness to unconsciousness: evolution in understanding consumers and its consequences for qualitative marketing research practice
3 Qualitative methods: the different tools in the hands of a marketing researcher
4 Projective and enabling techniques: a way to go beyond declarations
5 Step 1: defining the research questions and research schemata
6 Step 2: discussion guide- the art of asking the right questions
7 Step 3: conducting an interview- the difference between good and bad moderators
8 Step 4: analysing and interpreting qualitative data
9 Concluding chapter: future developments in qualitative marketing research
Introduction
1 Why we need qualitative research methods: the role of research in marketing
2 From consciousness to unconsciousness: evolution in understanding consumers and its consequences for qualitative marketing research practice
3 Qualitative methods: the different tools in the hands of a marketing researcher
4 Projective and enabling techniques: a way to go beyond declarations
5 Step 1: defining the research questions and research schemata
6 Step 2: discussion guide- the art of asking the right questions
7 Step 3: conducting an interview- the difference between good and bad moderators
8 Step 4: analysing and interpreting qualitative data
9 Concluding chapter: future developments in qualitative marketing research
Biblio Notes
Notes:
Includes bibliographical references and index.
Includes bibliographical references and index.
Number of Copies
1
