Étude marketing boutiques qualitative : comprendre le comportement du consommateur, couverture rigide...

Product Name: Étude marketing boutiques qualitative : comprendre le comportement du consommateur, couverture rigide...
Book Title：Qualitative Marketing Research : Understanding Consumer boutiques Behaviour ISBN：9781138607743
Qualitative Marketing Research : Understanding Consumer Behaviour, Hardcover by Maison, Dominika, ISBN 1138607746, ISBN-13 9781138607743, Brand New, Free P&P in the UK

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, th is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.

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