Qualitative Marketing Research: Understanding Consumer Behaviour by Dominika Mai

Description: Qualitative Marketing Research by Dominika Maison Uniquely practical in its approach, this book is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher 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. Author Biography Dominika Maison is owner of Maison&Partners, a market research company specializing in strategic marketing research, and Dean of the Faculty of Psychology, University of Warsaw, Poland. She was the President of The Polish Society for Opinion and Marketing Research (PTBRiO) between 2003 and 2008, and from 2012 to 2016 was a European Society for Opinion and Marketing Research (ESOMAR) representative for Poland - the largest international organization dealing with opinion and marketing research. She has also authored numerous articles and books. Table of Contents 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 Details ISBN1138607762 Year 2018 ISBN-10 1138607762 ISBN-13 9781138607767 Format Paperback Author Dominika Maison Publisher Taylor & Francis Ltd Imprint Routledge Subtitle Understanding Consumer Behaviour Place of Publication London Country of Publication United Kingdom DEWEY 658.83 Affiliation University of Warsaw, Poland Publication Date 2018-10-15 Short Title Qualitative Marketing Research Language English UK Release Date 2018-10-15 AU Release Date 2018-10-15 NZ Release Date 2018-10-15 Illustrations 28 Tables, black and white; 12 Line drawings, black and white; 41 Halftones, black and white; 53 Illustrations, black and white Alternative 9781138607743 Audience Tertiary & Higher Education Pages 246 We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:119979139;

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