Qualitative Consumer Research

ISBN-13: 9781787144927 / Angielski / Twarda / 2017 / 296 str.

Canada) Russell W. Belk (York University; USA) Naresh K. Malhotra (Georgia Institute of Technology

Opis

Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, to how small retailers can combat the practice of "showrooming" by consumers comparing online prices with mobile devices.