000			01457 a2200193 4500
999			_c660983 _d660983
008			200606b ||||| |||| 00| 0 eng d
020			_a9781138607767
082			_a658.83 _bMAI
100			_aMaison, Dominika
245			_aQualitative marketing research : understanding consumer behaviour
260			_c2019 _aLondon _bRoutledge
300			_a237
520			_aThis 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			_aConsumer Behavior
650			_aMarketing research
650			_aQualitative research
650			_aBUSINESS & ECONOMICS
942			_2ddc _cB