Qualitative Marketing Research, Understanding Consumer Behaviour – PDF

Qualitative Marketing Research, Understanding Consumer Behaviour (PDF) is an ideal guide to understanding the core concepts of qualitative market research. It provides qualitative market research in the wider context of marketing and supervisory choices, consumer psychology and modern understanding about unconscious and automated procedures. Different kinds of qualitative market research approaches are taken a look at, from the traditional focus group interview (FGI) and private in- depth interview (IDI), to more cutting- edge approaches such as ethnography or bulletin board system, which allow marketing scientists to find and comprehend genuine consumer inspirations, worths, requirements, and mindsets. With various international case research studies, consisting of Unilever, PepsiCo, Nestle, Danone, Aviva and Citibank, the ebook is distinctively useful in its method. It is important reading for sophisticated undergraduate and postgraduate trainees of market research, consumer behaviour and consumer psychology.