Qualitative Marketing Research: Understanding Consumer Behaviour
Dominika Maison
Informasi Umum
Kode
20.21.807
Klasifikasi
658.83 - Market research, Market analysis, Market study, Interviewing, use of consultants and research agencies, Techniques of consulting in market research
Jenis
Buku - Elektronik (E-Book)
Subjek
Market Research
No. Rak
Tel-U Gedung Manterawu Lantai 5 : Rak 22
Tel-U Purwokerto : Rak 8
Dilihat
156 kali
Informasi Lainnya
Abstraksi
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.
- SN522133 - METODE KUANTITATIF BISNIS
- SN513093 - METODOLOGI PENELITIAN
- TTI6C3 - METODOLOGI PENELITIAN
- KBI4F3 - RISET PEMASARAN
- CII9A3 - FILSAFAT DAN METODOLOGI PENELITIAN
- DEK3FBB3 - RISET PEMASARAN
- DEK1JAB3 - PEMASARAN
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
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Pengarang
| Nama | Dominika Maison |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Routledge |
| Kota | New York |
| Tahun | 2019 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
