Qualitative Marketing Research Understanding Consumer Behaviour

【電子書籍なら、スマホ・パソコンの無料アプリで今すぐ読める！】

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.画面が切り替わりますので、しばらくお待ち下さい。
※ご購入は、楽天kobo商品ページからお願いします。
※切り替わらない場合は、こちらをクリックして下さい。
※このページからは注文できません。

この商品の詳細を調べる

: 本・雑誌・コミック » 洋書 » BUSINESS ＆ SELF-CULTURE