Qualitative Marketing Research: Understanding Consumer Behaviour

ISBN-13: 9781138607767 / Angielski / Miękka / 2018 / 238 str.

Dominika Maison

Opis

Uniquely practical in its approach, this book is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.

Spis treści

Chapter 1. Why do we need qualitative research methods – the role of research in marketing Chapter 2. From consciousness to unconsciousness – Evolution in understanding consumers and its consequences for qualitative marketing research   Chapter 3. Qualitative methods – a range of tools for the marketing researcher  Chapter 4. Projective and enabling techniques – a way to go beyond declarations   Chapter 5. Step 1 – Defining the research questions and research schemata   Chapter 6. Step 2 – Discussion guide – the art of asking the right question   Chapter 7. Step 3 – Conducting an interview – the difference between a good and bad moderator  Chapter 8. Step 4 – Analysing and interpreting qualitative data    Chapter 9. Concluding chapter – future developments in the qualitative research

O autorze

Dominika Maison is owner of Maison&Partners, a market research company specializing in strategic marketing research, and Dean of the Faculty of Psychology, University of Warsaw, Poland. She was the President of The Polish Society for Opinion and Marketing Research (PTBRiO) between 2003 and 2008, and from 2012 to 2016 was a European Society for Opinion and Marketing Research (ESOMAR) representative for Poland - the largest international organization dealing with opinion and marketing research. She has also authored numerous articles and books.