Qualitative marketing research : understanding consumers behaviour/ Dominika Maison.
Tipo de material:
TextoSeries Business & ManagementEditor: Abingdon, Oxon ; New York, NY : Routledge, ©2019Descripción: 237 páginas : ilustraciones ; 24 x 17 cmTipo de contenido: - texto
- sin medio
- volumen
- 9780429467028 (ebk)
- HF 5415.2 M23 2019
| Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Signatura topográfica | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | |
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Libros para consulta en sala
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Biblioteca Antonio Enriquez Savignac | Biblioteca Antonio Enriquez Savignac | COLECCIÓN RESERVA | HF 5415.2 M23 2019 (Navegar estantería(Abre debajo)) | 1 | Tránsito | Gastronomía | 040925 |
Incluye referencias bibliográficas e índice:
"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."--P. 4
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