{"product_id":"qualitative-marketing-research-dominika-maison-9781138607767","title":"Qualitative Marketing Research: Understanding Consumer Behaviour","description":"\u003cp\u003eThis 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. \u003c\/p\u003e \u003cp\u003eWith 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Dominika Maison\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1138607762\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781138607767\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Routledge\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 10\/15\/2018\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 246\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.91lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.69h x 6.85w x 0.52d","brand":"Dominika Maison","offers":[{"title":"Paperback","offer_id":47452671738111,"sku":"9781138607767","price":51.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_dc83b45d-71b8-455a-84b9-e25d95ed3c86.jpg?v=1761929832","url":"https:\/\/www.whiterainbookhouse.com\/products\/qualitative-marketing-research-dominika-maison-9781138607767","provider":"WR Book House","version":"1.0","type":"link"}