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Qualitative Marketing Research Understanding Consumer Behaviour 1st Edition PDF Book

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Qualitative Marketing Research Understanding Consumer Behaviour 1st Edition PDF Book by Dominika Maison

Print Length: 244 pages

Publisher: Routledge; 1 edition (September 24, 2018)

Publication Date: September 24, 2018

Language: English

ASIN: B07H4Y7G4C

Instant download after payment.

Description

Qualitative Marketing Research Understanding Consumer Behaviour 1st Edition PDF Book by Dominika Maison

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.

Print Length: 244 pages

Publisher: Routledge; 1 edition (September 24, 2018)

Publication Date: September 24, 2018

Language: English

ASIN: B07H4Y7G4C

Instant download after payment.

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