Qualitative marketing research : understanding consumer behaviour (Record no. 660983)

MARC details
000 -LEADER
fixed length control field 01457 a2200193 4500
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020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781138607767
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.83
Cutter MAI
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Maison, Dominika
245 ## - TITLE STATEMENT
Title Qualitative marketing research : understanding consumer behaviour
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Date of publication, distribution, etc 2019
Place of publication, distribution, etc London
Name of publisher, distributor, etc Routledge
300 ## - PHYSICAL DESCRIPTION
Extent 237
520 ## - SUMMARY, ETC.
Summary, etc 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.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Consumer Behavior
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing research
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Qualitative research
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element BUSINESS & ECONOMICS
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Item type Books
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Home library Current library Shelving location Date acquired Source of acquisition Cost, normal purchase price Full call number Barcode Date last seen Cost, replacement price Koha item type
    Dewey Decimal Classification     Text Book Symbiosis Institute of Business Management - Hyderabad Symbiosis Institute of Business Management - Hyderabad General 16/03/2020 Shah Book House 2215.21 658.83 MAI SIBMH-B-10696 16/03/2020 3408.03 Books