Muutke küpsiste eelistusi

Qualitative Marketing Research: Understanding Consumer Behaviour 2nd edition [Pehme köide]

4.50/5 (2 hinnangut Goodreads-ist)
(University of Warsaw, Poland)
  • Formaat: Paperback / softback, 290 pages, kõrgus x laius: 246x174 mm, kaal: 560 g, 36 Tables, black and white; 10 Line drawings, black and white; 6 Halftones, black and white; 16 Illustrations, black and white
  • Ilmumisaeg: 24-Feb-2026
  • Kirjastus: Routledge
  • ISBN-10: 1041031149
  • ISBN-13: 9781041031147
Teised raamatud teemal:
Qualitative Marketing Research: Understanding Consumer Behaviour 2nd editionSuurem pilt
  • Formaat: Paperback / softback, 290 pages, kõrgus x laius: 246x174 mm, kaal: 560 g, 36 Tables, black and white; 10 Line drawings, black and white; 6 Halftones, black and white; 16 Illustrations, black and white
  • Ilmumisaeg: 24-Feb-2026
  • Kirjastus: Routledge
  • ISBN-10: 1041031149
  • ISBN-13: 9781041031147
Teised raamatud teemal:
Püsilink: https://www.kriso.ee/db/9781041031147.html
Märksõnad:
This new edition of Qualitative Marketing Research seamlessly integrates theoretical foundations with practical applications in qualitative marketing research, positioning methodologies within the broader landscape of marketing strategy, managerial decision-making, and contemporary consumer psychology.

The book offers an extensive examination of qualitative research approaches, beginning with established techniques like focus group interviews (FGI) and individual in-depth interviews (IDI), before exploring innovative ethnographic methods that reveal authentic consumer motivations, needs, values, and attitudes. Readers will gain profound insights into the psychological underpinnings of consumer behaviour, including cutting-edge understanding of unconscious and automatic cognitive processes that drive purchasing decisions. This thoroughly revised second edition features an expanded chapter dedicated to digital research methodologies, covering online and video-based focus groups, social media analytics, mobile ethnography, and the revolutionary integration of artificial intelligence in consumer research. Distinguished by its practical orientation, the text incorporates diverse international case studies from market-leading organisations including PepsiCo, Unilever, Danone, Nestlé, Aviva, and Citibank, demonstrating how theoretical concepts translate into actionable insights across various industries and cultural contexts.

This definitive work serves as indispensable reading for advanced undergraduate and postgraduate students specialising in marketing research, consumer behaviour, and consumer psychology.

This book offers complementary online resources including comprehensive chapter-by-chapter PowerPoint presentations.
1. Why we need qualitative research methods: The role of research in
marketing
2. From consciousness to unconsciousness: Evolution in
understanding consumers and its consequences for qualitative marketing
research practice
3. What does a marketer want to know?: Classic domains of
qualitative marketing research
4. What else would a marketer like to know?:
New areas where qualitative research can be used
5. Diversity in qualitative
methods: A range of tools for the marketing researcher
6. Projective and
enabling techniques: A way to go beyond declarations
7. Step 1: Defining the
research questions and research schemata
8. Step 2: Discussion guide: The art
of asking the right questions
9. Step 3: Conducting an interview: The
difference between good and bad moderators
10. Step 4: Analysing and
interpreting qualitative data
11. Future of qualitative research: Does AI
replace qualitative research and researchers?
Dominika Maison, PhD, is Full Professor at the University of Warsaw, Head of the Department of Business Psychology and Social Innovations, and a marketing research practitioner.